Shuniao Selected Japanese Sake News2020-12-19

Figure skater Mao Asada serves as brand ambassador for Takara Shuzo sparkling sake "Mio"

June 2021 will be the 10th anniversary of the release of the sparkling sake "Mio". In response to the decrease in the drinking population of Japanese sake, the diversification of alcohol, and the pressure of the consumer market, I was thinking about how to activate the Japanese sake market and the mission of my own sake brewing. A modern sake that is easy for young people to drink.

In the sales channel, from the beginning, it was only distributed in beverage stores, department stores, and catalogs for marketing. It was only expanded to supermarkets after 2 years of listing. The Japanese sparkling sake market share reached 82% in 2019. It is also popular overseas, and exports to 25 countries including Europe, America, and Asia are also well received. The export volume has increased fivefold from 2012 to 2019, proving the value of new Japanese sake.

Next, Takara Shuzo will continue to develop the brand image of the new Japanese sake that has already been set. The "Japanese sake that suits me" is aimed at young women as the main customer group. The concept is used to promote the brand, and Ms. Asada, who also has a pioneering personality, is used as the brand ambassador. At the same time, the exclusive YT channel "MIO×MAOチャンネル" is set up to introduce the charm of "Mio", new drinking methods and meal matching.

I have an impression of the sales channel, and I have encountered a tasting event in a department store (always go to the supermarket to find something on sale or find a discounted bento). In the first few years of 201x, there was very little sparkling sake on the market, at most it was a liqueur with sugar and acid added to it, which was more like an alcoholic soft drink. Indeed, in order to develop new customers who do not drink Japanese sake, and to promote the concept of new types of Japanese sake, we must first select a sales channel that can accept high unit prices, because just in terms of price, sparkling sake is more than twice that of sparkling liqueur, not every one. Places are selling.

Not to mention that CO2 is injected in order to reduce the cost. If it is secondary fermentation in the bottle, it will be more expensive -- but then again, it is more difficult to make sake with a low alcohol concentration in the secondary fermentation in the bottle. At present, I see The lowest is the Imperial Harvest Brewery's "Phantom Taki Junmai クラウディサワー" 7%, but unfortunately, because I can't go to Japan, I can't drink it (Taiwan agents are recruiting).

Dana x Attack on Titan joint liquor

The cartoon version of the giant of Jinpu has attracted a lot of attention on TV since December. At the same time, the joint cooperation between the planning company and Nippon Shuzo with the theme of "BEYOND THE WALL" is planned to overcome the severe situation of the scourge of Wufei. Projects and plans to bring sake to the world. The first エレンモデル will be released on 2020/11/16, and the second ミカサver. will be released on 2020/12/21. The packaging design of the co-branded wine is made up of 36 important scenes that the protagonist takes place in the cartoon, and the colored foil film is pressed at the key points to express the light of sparks.

For fans, the role on the wine label is the most important, and they don’t necessarily think about how the wine tastes. However, as alcoholics, we can’t just look at the surface. Of course, we must pay attention to how the winemaker changes the wine to express the main character/experience. At the same time, for the export market, it is necessary to take into account that it is easy to match with cooking.

エレンモデル uses five million stone, sharp and clean liquor as pure and straightforward as エレン's heart; ミカサモデル uses the sake that Tochigi spent 13 years to develop to express the mild taste like ミカサ. It has the refreshing sweetness of melon. The third release, リヴァイモデル, will be released in February next year, using Yamada Nishiki, and the fourth release of the NEWxNEW online store limited edition "Unsullied Giant" モデル is also in the market plan--I guess it may be a blended wine, but not necessarily.