Japanese Sake : All Japan News,Inc

By Ryuji Takahashi

Tokyo officially welcomed summer in July. I exhibited a booth to showcase sake at a social gathering during the Small and Medium-Size Enterprises Summit 2023 (The 28th Tokyo Management Research Conference), as requested by the All Japan Committee of the Associations of Small-and Medium-Size Enterprises that aids small and medium-sized business owners to interact with owners of companies in other industries to encourage members to consult with each other, study together, and create competitive companies and business environments.

Approximately thirty branch offices by region are normally active, mostly within their branch offices. Once a year, however, a branch office in Tokyo gathers to rent out the thirtieth floor of the Shinjuku NS building and invite approximately 300 members to participate, deepen friendships, and learn together during the Small and Medium-Size Enterprises Summit.  

Various study sessions and seminars are held throughout the day that concludes with a social gathering. I was requested to exhibit and serve sake to share my expertise on sake during this social gathering. I was grateful for this opportunity as I had no lecture or exhibit at large-scale events to attend due to the coronavirus pandemic. The Shinjuku NS Building was close by, only fifteen minutes from my sake shop. 

I prepared ten 1,800 ml bottles of summer sake products and arranged for a sales representative to bring Nagatoro Gura by Fujisaki Sobei Shoten as the special sake of the day and entered the venue. In the largest conference room on the thirtieth floor was a large booth prepared as the main feature of the social gathering. I was surprised by the large scale of this social gathering, but also felt excitement I hadn’t felt in a while.   

Guests gradually started to fill the venue and the social gathering kicked off at 6:00 PM. Bottled beer was placed at each buffet-style table where guests were seated, with catered snacks placed at the center of the venue. Wary to approach the catered snacks at first, a crowd quickly formed where I introduced ten brands of sake products as I poured glasses.  

I glanced over my shoulder to see a crowd gather before the sake brewery and sake booths packed with guests, who asked questions about sake and my sake shop with some questions directed at me, which helped to advertise our business effectively. This opportunity helped me to observe and gather data on which sake guests select at first glance based on introductions, which sake captivated the guests’ attention, and sample repeatedly, valuable information for future product development with sake breweries. The executive director who organized this event seemed pleased, and the exhibit ended with success. I returned to the shop, cleaned up, and happily headed out for a drink to celebrate.  



東京地酒散歩（中小企業家サミット）  


　東京が夏本番を迎えた7月。東京中小企業家同友会からの依頼で中小企業家サミット２０２３（第２８回東京経営研究集会）の懇親会に日本酒ブースを出店してきた。まずは東京中小企業家同友会とは、中小企業の経営者が他業種などの経営者と交流を持つことにより、経営者同士相談をしたり勉強をしたり、経営者としてより良い会社や経営環境を造ることが出来る為の手助けをする組織である。

地域別に３０程の支部があり、通常はその支部内での活動が多いのだが、年に一度、東京内の支部が集まり、新宿NＳビルの３０階を貸し切り３００名程が参加し交流を深め、勉強するのが中小企業家サミットである。１日中、様々な勉強会やセミナーが行われるのだが、その最後に懇親会がありそこに出店して日本酒を振る舞い、うんちくを語ってほしいとの依頼だった。コロナ禍で大勢の参加者のイベント出店や講演会なども無くなっていたので有難いお誘いであった。なにせ新宿NＳビルは当店から歩いて１５分の近場である。

日本酒は１升瓶を１０種類夏酒中心に用意し、特別酒扱いで埼玉県の藤崎宗兵衛商店の長瀞蔵という酒を酒蔵の営業マンに持ち込んでもらい会場入りした。３０階で一番大きい会議室に今回の懇親会の目玉としてのブースが大きく用意してあり、予想外の懇親会の規模にびっくりしたが、同時に久々の忙しくて煽られそうな雰囲気にワクワクした。徐々に参加者が会場を埋め始め、１８時に懇親会スタート。立食方式で参加者の各テーブルには瓶ビールが置いてあり、会場の真ん中には仕出しのおつまみが置かれていた。最初は警戒されていたみたいだったが、あっという間に人だかりが出来、１０種類の酒を説明しながら注いでいくのに必死になった。隣を見ると酒蔵前にも人だかりが出来ており、日本酒ブースは大盛況となった。その中で、酒に対する質問だけでなく、当店に対する質問や私自身に対する質問なども有り、宣伝効果もそれなりに手応えがある結果となった。日本酒をパッと見た際に皆どの様な説明やＰОＰの酒を選ぶのか、飲んでリピートするのはどの様な酒なのかというデータ収集にも繋がり酒蔵と今後新商品を考える際の貴重な引き出しになった。同友会の事務局長にも非常に気に入ってもらえた様で、久々のイベント出店は大成功に終わった。そして店に戻り片付けを終わらせ、満足気に一人打ち上げに酒場に向かったのは言うまでもない。