Title | YUMMY SAKE / TASTE FIRST. LABEL SECOND. |
Brand | MIRAI SAKE STORE, LTD. |
Product / Service | YUMMY SAKE |
Category | C07. Use of Technology |
Entrant | HAKUHODO I-STUDIO Tokyo, JAPAN |
Idea Creation | HAKUHODO I-STUDIO Tokyo, JAPAN |
Media Placement | MATERIAL Tokyo, JAPAN |
PR | HAKUHODO I-STUDIO Tokyo, JAPAN |
PR 2 | MATERIAL Tokyo, JAPAN |
Production | HAKUHODO I-STUDIO Tokyo, JAPAN |
Production 2 | TAIYO KIKAKU Tokyo, JAPAN |
Additional Company | MIRAI SAKE STORE, LTD. Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Takuro Nakajima | Hakuhodo i-studio | Customer Experience Director |
Tatsuya Kida | Hakuhodo i-studio | Algorithm Director |
Saki Kato | Hakuhodo i-studio | Art Director / Designer |
Saki Wakata, Ayaka Mita, Mariko Itami | Hakuhodo i-studio | Designer |
Hayato Itakura | Hakuhodo i-studio | UX Designer |
Kana Suzuki | Hakuhodo i-studio | Communication Planner |
Masakazu Kawazu | Hakuhodo i-studio | Chief Backend Engineer |
Toshiya Suzuki, Ryu Furuta | Hakuhodo i-studio | Frontend Engineer |
Yasuhiro Uechi, Tatsuya Kaneko, Tadanobu Sugitani | Hakuhodo i-studio | Backend Engineer |
Toshiya Suzuki, Ryu Furuta | Hakuhodo i-studio | Frontend Engineer |
Ryu Furuta | Hakuhodo i-studio | Frontend Engineer |
Miki Senoo | Hakuhodo i-studio | PR Director |
Tetsukazu Kawamoto | Hakuhodo i-studio | Project Manager |
Takafumi Kato | Hakuhodo i-studio | PR Supervisor |
Takuro Nakajima | Hakuhodo i-studio | Business Producer |
Tetsuya Okimoto | Hakuhodo i-studio | Business Development Manager |
Kayo Shiina | Hakuhodo i-studio | Administration Manager |
Jutaro Mochizuki | Hakuhodo i-studio | R&D Manager |
Manabu Sasaki | Hakuhodo i-studio | Business Development Manager |
Yasuhiro Oda, Sakiko Muraoka | Hakuhodo i-studio | Legal & Compliance Supervisor |
Saori Yoshimura | Freelance | Chief Event Producer |
Yurika Hotta, Sentaro Yoshino | Freelance | PR Planner |
Saki Iwamoto, Nana Shibata, Mai Kunii | Material Inc. | PR Planner |
Akihiro Adachi, Tomoaki Ino, Hwayoung Kang | FUTURE LIFE FACTORY | Wearable Device Design (WEAR SPACE) |
Akihiro Adachi, Tomoaki Ino, Hwayoung Kang | FUTURE LIFE FACTORY | Wearable Device Design (WEAR SPACE) |
Ryo Wakikawa | TAIYO KIKAKU Co., Ltd. | Film Director / Editor |
Keiichi Tomita | TAIYO KIKAKU Co., Ltd. | Cinematographer |
Masatsugu Tsuyama | TAIYO KIKAKU Co., Ltd. | Gaffer |
Atsushi Wakabayashi | TAIYO KIKAKU Co., Ltd. | Colorist |
Maiko Shimada | TAIYO KIKAKU Co., Ltd. | Producer |
Leo Otake, Akari Kubota, Shunsuke Nakamura | TAIYO KIKAKU Co., Ltd. | Production Manager |
Masahito Ishibashi | Studio Function | Photographer |
Hiroshi Takayanagi | Future University Hakodate | Artificial Intelligence Supervisor |
Taste first, label second. We developed a service called “Yummy Sake,” which enables consumers to try blind tasting of sake with no knowledge of price or brand and assess their preferences on a Web app, where an AI system determines their sake palate. Palate types are described with 12 onomatopoeic expressions, giving users an intuitive feel for flavor without needing specialized knowledge. Since the app uses unbiased taste data, it disconnects from brand recognition, price, and word of mouth and enables anyone to find out their true palate type. This service has enabled consumers to discover pleasing sakes that are new to them.
We adopted an “unbiased taste data strategy” that uses blind tasting to gather impartial taste data and invites individuals to discover the taste that really appeals to them. This strategy changed people’s attitudes so that they chose sake intuitively rather than based on knowledge. We developed a Web app, tasting kit, and audio-visual isolation device, and installed them in pop-up bars and liquor outlets. Coverage on TV news and Web media provided greater exposure, expanding the number of outlets using the equipment. Bar and liquor store customers are now able to order sake with ease, using the 12 onomatopoeic expressions. Department stores and other retailers also responded positively, and the number of places offering the service continues to grow.
Media Output: 174 media output, total of 174 million yen ad converted price. Yummy Sake has enabled consumers to discover pleasing sakes that are new to them and also new way of choosing. Target Outcome: We recorded 300% YoY sales increase overall, retailer all over the country are requesting our venues to be open. Customer satisfaction reached 92% and out of all customers as we targeted 55% were in 20s, 20% in 30s. Market responded "I was able to discover new brand I like, and new taste I like" "I've never knew what I liked out of all options so it was great to use devise to discover" This shows that we have definitely made an impact to younger generation consumption of Sake.
Mirai Sake Store is a distributor brand that only handle products from 1400 independent sake breweries which out of them 1200 are not distributed nationally. Japanese Sake has very wide range of describing the taste and about 10,000 varieties to choose from. This made it difficult for consumers to choose the one they like. We needed a new approach and marketing strategy that brings customers closer to sake, and make it easier for them to choose the one that matches their test preference.
We adopted an “unbiased taste data strategy” and targeted younger generation in 20s to 30s for Sake industry's future. They usually prefer beer and cocktails that are easy to order, and do not understand how to pick right Sake for their pallet. Our survey showed over 60% would change their mind after finding out the brands and prices. We used non bias blind tasting to gather impartial taste data and invites individuals to discover the taste that really appeals to them. This allowed them to choose sake by instinct, not using their "knowledge".