Well, what have we learnt so far? First, as the downside of globalization becomes better known by the various publics that have experienced its negative impact on their lives, there will be greater respect and fondness for the national/local. This should galvanize sake breweries, sake retailers, and trade organizations to at least consider advertisements that incorporate historical themes that link the uniqueness that is Japan with the beverage that they are marketing.
Second, we have seen that high calories should be embraced, emblematic of the complexity of the beverage and the satisfaction that its consumption will bring. This should be communicated in some novel, very graphic way, perhaps by split-screen advertising featuring a clearly disappointed sugary-soft-drink guzzler swigging his colorful beverage from a liter bottle and his counterpart sipping sake from some tasteful vessel with a facial expression that suggests profound satisfaction and contemplation.
Third, let us now consider those old fogies, even if they are dressed to the nines and possess youthful posture, they are still old, aren’t they? And that’s a negative, right? Well, maybe not. Just maybe their lifestyle and pastimes might appeal to, say, Gen Z. Here’s what The Economist reported recently.
…Gen Z has decided that the pastimes of pensioners are rather pleasing.
According to Eventbrite, a global events marketplace, baking and bingo are on the rise.
…
‘Grannycore’—as youngsters call the trend—is not limited to entertainment. …Gen Z and millennials are just as enthusiastic about cruises as retirees….
…
Why do the young seem so old at heart? Gen Z ‘really embraces nostalgia’ and wants to experience things ‘they never got to experience,’….1
Once Upon a Time
Once upon a time
a girl with moonlight in her eyes
Put her hand in mine
and said she loved me so
But that was once upon a time
very long ago….
(Strouse & Adams)
1”Old at Heart,” The Economist, April 4, 2026.
Drinking Japan 