Summary Saké is a traditional Japanese still rice wine made from fermented polished rice. It typically has an ABV of 15–16%. In Japan, the sales volume of saké has gradually declined for over a decade and lost volume share in the alcohol market. Consumers, particularly those in younger generations, have negative impressions of saké, such as old fashioned, has an unpleasant aftertaste, or too masculine, which has been causing this decline. The category needs innovation to revamp sales by appealing to young drinkers.
Key Findings Although a traditional saké is a still drink with a 15–16% ABV, Mio sparkling saké has a 5% ABV and is fizzy. Mio has successfully appealed to an audience who are traditionally not saké drinkers, and is now the leading sparkling saké brand. It has recorded continual growth, selling JPY3.85bn-worth or 975,000 cases in 2015.
Flavored alcoholic beverages (FABs) are among only a few alcoholic drink categories that have seen recent growth in Japan, and Mio has adopted some FAB characteristics into saké, which are well received among young consumers.
Adopting a concept from a successful category generates opportunities, yet needs careful decision-making , such as flavors, distribution channels, and package design, to meet the demands of the target audience.
Synopsis Success Case Study: Mio Sparkling Saké is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Mio Sparkling Saké in Japan, a new style of beverage in the traditional saké market. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
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