Today, I will talk about the background of current sake from Kato's perspective.
Even now, I think that even young people have the perception that "sake makes you sick," "it's not delicious," and "the sake of the punishment game."
I was like that when I was in college.
So why does sake have such an image? That's what I think.
Even whiskey and tequila are shots, and there are ways to enjoy them as alcoholic drinks in games, but don't you have that image?
I think that only Japanese sake has a big negative image for some reason.
Why?
This is my own opinion, but I personally think that the influence of sanzoshu, which continued during and after World War II, has a great impact.
As many of you may know, sanzoshu is abbreviated as sanzoshu because it was possible to increase the volume of sake by about three times by adding sugars and acidulants.
There was a shortage of rice during and after the war, and at that time sake was the era of sake, so we had to make sake.
And the production side has also spurred it because it can be increased to three times the usual amount.
This is the age of mass production and mass consumption.
For some reason, even generations who haven't experienced that era don't have a good image of sake.
When I became old enough to drink alcohol, my senior told me, "I'm not good at sake, I get sick of it."
``I don't know, but it seems that sake makes you sick'' → ``I'm not good at drinking sake, either.''
Is it a pattern that makes you hate being forced to drink at a drinking party? I personally think it's because this negative chain continues.
And maybe because of that image, I don't like the fact that alzake = not delicious, and that I get sick of it.
Sometimes there are people who think that alcoholic sake = sanzoshu...
I've read literature that says, ``Sake is delicious, so you drink too much and get sick,'' and ``Consumers left because the consumption tax was raised,'' but I wasn't convinced.
How many people are taught that sake is delicious when they reach the age to drink alcohol?
Judging from the recent past history, I don't think that the image of sake = deliciousness will follow from the beginning.
Also, if it is because of the liquor tax, I think beer is the first thing consumers will leave. Beer is subject to a 40% liquor tax.
But beer is consumed on a daily basis more than sake. I think the problems with sake are not just about the taste or the liquor tax, but more deeply rooted issues of consciousness.
Therefore, in order to increase the consumption of sake and clear up misunderstandings, I think we need to look back on the past and communicate both history and culture, rather than simply holding sake events.
I often talk about this when I have the opportunity to participate and talk. The most difficult thing to do is change your mindset.
If we just pursue profits, saying that it's fine if it sells in our current era, or if it's fine if we only sell our own sake, what I'm talking about is nothing but a waste of money. This is because they rarely talk about their sake during PR time. (Of course, I want you to drink our sake...!!)
If you only pursue profit, you don't have to go out of your way to leave the company and move to Sado from Tokyo to be involved in sake.
I started to like sake from a relatively early age, and I wanted people to know more about sake.
“Awareness Reform for Japanese Sake”
I may have wanted to do it lol
I just thought of this while writing this blog.
I haven't met him yet, but I love Dassai's President Sakurai.
I also have all of Sakurai's books.
He created an opportunity for the younger generation to drink sake,
Oh, Japanese sake might be delicious.
I think it's a mess that made me think. There are quite a lot of people around me who say that they fell in love with sake from Dassai. (I sound arrogant, but that's not my intention)
I hope to see you someday. Now I have to do everything I can so that I won't be embarrassed to talk to the chairman who has overcome various crises from a small sake brewery!
I hope someday I can contribute to Japanese sake culture.