Japanese Sake Miscellaneous #40 The Pursuit of New Values

On the left side of "The Pursuit of New Values" are the three aspects of value, and on the right side are the corresponding tactics by Awamori.

Physiological Homogenization, stable supply

Society Uniqueness ex. Okinawa color

Self-realization

Know the humanistic psychologist Abraham. Anyone with Maslow's Hierarchy of Needs will probably feel more or less the pursuit of these new values. Maslow divides people's behavioral motivations into five needs indicators from low to high: physiological, safety, love and belonging, self-esteem, and self-actualization. Maslow assumed that people have self-will, and the behavior that drives people is needs, and people will act because a certain need is not met; however, he did not say that we should give priority to satisfying low-level needs, and then move to higher-level needs.

Back to analyzing the development of the alcohol market.

In order to meet the different needs of consumers, it is necessary to provide satisfiable value, so the same value-providing strategy is adopted when designing or reshaping national sake (including Japanese sake, Honka shochu, and awamori). The degree of demand of consumers in these three aspects is changing at any time, and there is no "step forward" that must be satisfied before A can be satisfied.

physiological aspect

To improve product quality, Jiu Miao feels that it does not only refer to the brewing/aging/packaging technology, but also takes into account the entire stakeholder group. Wine is a processed agricultural product, and the environment and steps before obtaining the raw materials for brewing should also be taken care of. And the storage and transportation environment of the wine after leaving the winemaking should not be sloppy.

social orientation

Generally speaking, the product design must show its uniqueness to distinguish it from other products. However, in terms of social fundamentals, there are long-term concerns such as rising inflationary pressure, energy problems, global food crisis, and the Bank of Japan's continued large-scale monetary easing policy, which will affect consumption power for a long time. This will be a factor that cannot be ignored when planning marketing channels and forms.

self-actualization

Shizugi refers to using (drinking) a part of the old awamori wine and replenishing the old or new wine with a short storage period in the same container (usually a pottery urn) to maintain or improve the old wine. quality. This method is only done by Awamori in Japan. Whether it's Shiji or bartending, consumers/creators can freely use the "recipe" according to their own will, and can have unlimited creative combinations to show their ideas and personalities. And does wine, as an element used to create new ideas, have a unique personality? Or do you want to keep your personality out of character to complement the protagonist? There is no one-size-fits-all answer, as long as we know why.