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  • Pointers for Selling Japanese Sake in 2017

Pointers for Selling Japanese Sake in 2017

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By Yuji Matsumoto

Happy New Year!  I plan to work hard again this year to provide information that will help make Japanese sake an even more familiar alcoholic drink to have during a meal for your customers and for you.

For this issue I have put together pointers for restaurants and retail stores to sell Japanese sake and also important points for distributors in differentiation.
 
-- Grasp what customers like and offer the appropriate Japanese sake.
 You will be able to do this by asking customers what type of alcohol and favorite wine(s) they drink regularly.  For instance, for someone who likes bourbon, you can offer a junmai type that is prepared in a cask etc. 
 
-- For the Japanese sake menu, instead of dividing it into specific class sakes (Daiginjo, Ginjo, Honjozo etc), divide it into taste types and food(s) it matches with.
It is not ideal to have a menu with specific names that do not describe the taste or aroma at all.  It is important to taste test and with your judgment, create a menu that matches the taste of sake with the dish.
 
-- Offer cross merchandising with seasonal foods that can be used also by retailer stores.
Always point out Japanese sakes that are compatible with the daily dish (food item).
 
-- The sake cup; it is no exaggeration to say that it is the 'most important thing in drinking' especially for Ginjo types that have aromas.
Unfortunately there are very few "Japanese type" cups that are suitable with Ginjo type Japanese sakes with aroma, but we think it is a good idea to offer the first drink in a small white wine class as a taste testing for the customers.
 
-- It is important to provide information of beliefs and concerns about sake making in the brewery.
Distributors and head of breweries need to provide more information of their products to differentiate from competitors. Be clear in pointing out the characteristics of your sake and the taste you are aiming for in comparison with other companies and the business market.


2017年の日本酒販売ポイント

新年明けましておめでとうございます。今年も顧客にとっても皆様にとっても日本酒がますます身近な食中酒となるよう頑張って情報を提供していきたいと思います。

さて今回は、レストランや小売店を含めた日本酒を売るためのポイント、また販売業者にとっても差別化するたの要点を整理してみた。

-顧客の好みを把握し、的確な日本酒をオファーする
それは、普段飲んでいるアルコールの種類や好みのワインを聞くことによって分かる。たとえば、バーボンが好きな人には純米系で樽仕込みなどのものをオファーしてみる。

-日本酒メニューは特定名称(大吟醸、吟醸、本醸造など)別に分けず、味のタイプと食事の相性で分ける
味や香りをまったく反映していない特定名称でのメニュー分けはせず、飲んでみて自分の判断で味や食事との相性でメニューを作ることが大事。

-小売店でも使える旬の食材とのクロスマーチャンダジング
本日の食事(食材)のスペシャルに必ず相性の良い日本酒も明記する。また、レストランでの“Omakase”にも日本酒を入れる。

-酒器、特に香りある吟醸系にとっては“命”と言っても過言ではない
残念ながら香りある吟醸系の日本酒に合う“日本的”な酒器がほとんどないのだが、顧客に最初の一杯は小さめの白ワイングラスで味見させてみるのも良いアイデア。

-蔵の酒造りに対する信念やこだわりなどの情報提供が大事
販売業者や蔵元はもっと自社の商品を差別化するための情報提供をするべき。他社や業界との比較で自社の酒の特徴や目指す味はなんなのかというポイントを明確にする。
#alljapannews #sake

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