Foodex Japan 2010: shaking up sake

March 5th, 2010 by Felicity Hughes

Awamori coffee liqueur (left), and a bar set up by Hakutsuru offering sake cocktails

Awamori coffee liqueur (left), and a bar set up by Hakutsuru offering sake cocktails

Our final post on Foodex Japan 2010 highlights ways that the traditional drinks industry in Japan is aiming to catch the attention of a younger audience.

Okinawan Awamori managed to break out of its stuffy image with a popular caramel coffee liqueur imaginatively called Awamori Coffee. The product was launched a year ago and judging by the scrum around their booth, sales will continue to climb.

The demographic for sake (nihonshu) drinkers tends to be older, so manufacturers are trying to break with tradition. Sake brand Hakutsuru set up a bar serving cocktails made with sake. Their representative explained that sake-based cocktails have been proving popular abroad, so they were trying to encourage the trend in Japan. The booth proved popular, so we might see bars begin to take up the idea in the future.

Tags:

Comments are closed.

RSS

Recent Posts

  • Marketers capitalize on university entrance exam time

    This week there is something weighing heavy on the minds of many students who’d like to advance to college: the National Center Test for University Admissions. It’s being held Jan. 18-19. Those with their heart set on a particular school who don’t get a good enough score may choose to spend a year, or in [...]

  • Pulsations 1.13.14

    The first batch of Pulsations in 2014 features a twist on chopstick design, a spectacular holiday illumination in Osaka and more.

  • Feelin’ lucky? The highs and lows of ‘fukubukuro’

    Whether you count fukubukuro “lucky bags” as a thank-you to shoppers, a scheme to unload less popular merchandise at the end of the year or just a way to kick off the New Year’s sales, buying a mystery pile of stuff worth [hopefully far] more than the price tag is a tempting offer to many. [...]

  • Pulsations (12.6.13)

    This collection of Pulsations brings holiday cheer in bento form, a must-see project for font-lovers, a solo stop-motion animation effort and more!

  • Joysound’s top 10 karaoke songs of 2013

    Joysound karaoke announced their top songs of 2013! However, just because they’re popular does not mean they came out this year . . .

  • Tokyo Eggs Benedict Bingo

    Eggs Benedict with awesome bacon, with a near lack of eggs, with raw tuna! Wait, raw tuna?! We sample a handful of Tokyo’s Hollandaise sauces.

  • Pulsations (11.19.13)

    Fashion, art and snacktime collide in this collection of Pulsations! Plus: Doraemon makes his 3D film debut!

  • J-blip: Tsutaya launches one-stop ‘lifestyle’ bookshop

    Bookseller Tsutaya moves into the lifestyle business and gives consumer more ways to use T-points.

  • Autumn crop of pumpkin, purple potato and pear products

    The change of season prompts a change of snack flavorings – great for those with a pumpkin craving.

  • Tokyo Designers Week 2013

    This year’s Tokyo Designers Week gets its creative juices flowing with more markets, music and a festival vibe.

Read more:
Beer campaign stirs up the ire of working wives

A beer commercial depicting a sunny stay-at-home wife has some critics foaming at the mouth.

Close