“Cup Sake” hits London

London, United Kingdom (NTV) Fans of Japanese rice wine are getting a taste of so-called "cup sake" in London.

Organizers held an event Monday to counteract the luxury image of sake.

About 40 varieties were offered, starting at about $6 and going up to more than $30.

One taster said it’s almost like a cold glass of white wine, and appealing to those with "European tastes."

Sake makers hope to expand the market along with the worldwide boom in Japanese cuisine.

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