In Japan sake is served cold, warm or hot, depending on the preference of the drinker, the quality of the sake and the season. Typically, hot sake is consumed in winter and cold sake is consumed in summer. It is said that the alcohol in warm or hot sake is absorbed by the body more quickly, and drinking sake warm was popular during and after World War II to mask the roughness of the flavor due to difficulty of obtaining ingredients. Sake is one of the few alcoholic beverages that is regularly consumed hot.

The most common way to serve sake in the United States is to heat it to body temperature (98.8°F/37°C), but professional sake tasters prefer room temperature, and chilled sake (50°F/10°C) is growing in popularity.

As with other alcohol in Japan, sake is poured with the palm of the hand facing down and the back of the hand facing up, particularly when it is poured for another person. Pouring with the palm of the hand facing up is considered rude and is likely to elicit surprise and disapproval.