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"Since 2002 the team at True Sake in Hayes Valley has been encouraging Bay Area residents to rotate sake into their drinking habits, offering an impressive variety of bottles and watching social media occasionally drive a dozen or more customers in search of a single featured sake; owner Beau Timken says he’s glad to see more restaurants adding sake to their menus even though he once tried to keep sake out of the wine lane, and he notes that producers are increasingly brewing sake “to act like wine” (for example, boosting acidity) so the line between sake and wine has become delightfully blurred, expanding what sake can do with food pairings." - Lauren Saria