Sake Nation: “Young Japanese consumers and Japanese Sake ③”
By Kosuke Kuji
This is the third report on young Japanese consumers and Japanese sake, the last report for this series.
“Sake Jump,” a community of young Japanese sake brewers in their twenties to early forties, actively introduce their original sake brands to popularize sake among young consumers.
This group holds sake tasting events twice a year. Their sake tasting events this year were held at the Keyaki Hiroba, a restaurant and shop inside the Saitama Super Arena, an impressive? venue.
All three organizations introduced in this series organized “outdoor tasting events.”
Tasting events held in a hotel conference room can seem intimidating and can increase the registration fee for participants. Therefore, the group organized outdoor tasting events to reduce the intimidation factor and the registration fee for participants, an effective strategy to attract interest.
NTT DOCOMO, INC. is a sponsor of this tasting event, organized by “Sake Jump,” to further reduce the cost to participants. Saitama Super Arena Co., Inc. is also a special collaborator. The National Tax Agency, the supervisory authority of our sake breweries, also supports this tasting event in their powerful line-up of supporters.
I’m confident that all the parties involved desire to introduce the appeal of Japanese sake to young consumers.
I look forward to seeing more events like this held in the future.
酒豪大陸「日本の若者と日本酒③」 “Sake Jump,” a community of young Japanese sake brewers in their twenties to early forties, actively introduce their original sake brands to popularize sake among young consumers.
This group holds sake tasting events twice a year. Their sake tasting events this year were held at the Keyaki Hiroba, a restaurant and shop inside the Saitama Super Arena, an impressive? venue.
All three organizations introduced in this series organized “outdoor tasting events.”
Tasting events held in a hotel conference room can seem intimidating and can increase the registration fee for participants. Therefore, the group organized outdoor tasting events to reduce the intimidation factor and the registration fee for participants, an effective strategy to attract interest.
NTT DOCOMO, INC. is a sponsor of this tasting event, organized by “Sake Jump,” to further reduce the cost to participants. Saitama Super Arena Co., Inc. is also a special collaborator. The National Tax Agency, the supervisory authority of our sake breweries, also supports this tasting event in their powerful line-up of supporters.
I’m confident that all the parties involved desire to introduce the appeal of Japanese sake to young consumers.
I look forward to seeing more events like this held in the future.
日本の若者と日本酒のお話しの第3話目です。これがこの章の最後になります。
「若手の夜明け」という活動をしている若手蔵元の集まりがあります。
若いお客さんに日本酒を広めたい、という想いは、若い蔵元ほど強く願っており、20代から40代前半までの蔵元が集まり、若いお客さんに自分たちの日本酒を素晴らしさや魅力を伝え続けています。
毎年2回ほど試飲会を開催しており、今年はなんとあの埼玉スーパーアリーナのけやき広場というすごい場所での開催になりました。
今回の章で話した3つの団体全てに共通するのが「屋外での試飲会」です。
ホテルの部屋での試飲会などではなかなか参加しにくい事もあり、会費も高価になります。若者に出来るだけ負担を減らし、参加しやすくするのは屋外での試飲会、というのが効果的だと感じています。
今回の若手の夜明けの試飲会は、さらにお客さんの負担を減らすべく、協賛にNTTドコモが付き、特別協力で株式会社さいたまアリーナが参加しています。しかも後援は何と私達酒蔵の監督官庁でもある国税庁が付くという豪華さ。
若者に日本酒の魅力を伝えたい、という想いはおそらくみんな一緒で、これからもこういった活動が増えてくることを強く願っています。