MORIOKA, Japan (Reuters) -- It has a history of over 2,000 years and is as much a part of Japan as sumo wrestling and sushi. But sake, traditional rice wine, is losing popularity at home as more and more people opt for wine, beer and cocktails.

"This is the national alcohol of Japan, but Japanese people won't drink it," said Yuzo Kuji, whose family brewery is located deep in the heart of a prime sake-brewing region centered around Morioka, some 462 km (289 miles) northeast of Tokyo.

Sake's share of Japan's alcohol market is dropping by nearly 10 percent a year as drinks like cocktails gain.

Now a new generation of sake brewers and sellers is pushing premium brews and innovative campaigns that include marketing to young people and shipping more of the beverage overseas, where consumption is rising.

Ironically, the main thrust of the campaigns to reinvigorate sake in its homeland is to show Japanese consumers the popularity of their national drink in places like the United States, whose trends young Japanese often seek to emulate.

"Overseas, though, both Japanese food and Japanese sake are quite popular. We hope to have feedback on this -- to show that it's popular overseas so more Japanese will take a look at it," said Kuji, whose longish hair, shell necklaces and sweatshirt make him look more like a surfer than someone who works at a sake brewery, once the province of staid older men.