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Our Story

The taste of sake transcends cultures

More than a brand
— a project.

At Palate Project, our mission is to transform sake from an exotic rarity to an everyday staple. Our project is to build familiarity, confidence and appreciation for sake in daily life, because choosing a bottle should feel natural, informed and enjoyable. Yet while the value of sake is universal, it remains hidden behind broken distribution systems and outdated regulations.

Our goal is to dismantle these barriers and redesign how sake reaches the world, prioritizing taste, experience and Japanese craftsmanship over industry distortion. We are committed to ensuring that sake is easy to discover, so it may be recognized as the beautiful, timeless beverage it truly is.

Meet our founder

Genki Ito

Genki has worked in the sake and Japanese food industry for over 15 years. Seeing the gap between growing interest and limited access in the United States, he founded Tippsy — now Palate Project — to expand sake’s potential as a new alcohol category.

Sake has value because it is delicious. It transcends borders, cultures and prior knowledge. When experienced honestly and without distortion, it needs no translation.

Genki Ito, founder of Palate Project

Sake for every day

We are reimagining sake culture in the U.S. to be as accessible and as much of a staple as wine or beer. By connecting Japan’s master brewers directly with a curious audience, we bypass traditional third-party hurdles to deliver a diverse range of exceptional styles straight to your door.

Our mission is to honor the craft while providing the education and access needed to enjoy sake at home, with friends, and as a natural part of daily life — not just with sushi, but in any setting.

Selected with intention

Palate Project offers the most comprehensive online selection of sake available for delivery in the United States. We do this not only by working with established importers, but by importing sake directly on our own. This way, we are able to provide drinkers in the U.S. with exclusive sake that can’t be found elsewhere.

All of our sake, drinkware, merchandise and snacks are personally selected by our in-house sake experts. Every item we offer is chosen with care, with the goal of showcasing quality, craftsmanship and a broad range of styles.

Looking ahead

We see Palate Project as more than a place to buy sake.

Our long-term vision is to make sake just as approachable as any other beverage, all while revealing what makes it wonderfully unique. As we grow, we aim to continue expanding access, deepening education and supporting the craft that makes sake worth sharing.

The history of sake making goes back centuries. We intend on upholding its high standard of quality for centuries to come.