2020 Volume 72 Issue 3 Pages 191-209
This paper aims to examine the expansion of Japanese sake demand development networks based on a case study of Hiroshima Prefecture. The analysis focused specifically on small breweries and liquor stores during the stage of improvement of products and services, which began after the 1970s. In 1994, “Jizake Kaigi”, consisting of 7 breweries and 8 liquor stores, was established as the first network. It completely disappeared in 2002 to become the second exclusive network consisting of only breweries called “Mekiki Kai”. In 2004, the third network called “Konshi Kai” was started with the intention of providing technology exchange. Initially, one of the key people from “Jizake Kaigi” helped to establish “Konshi Kai”. Some liquor store owners joined as temporary advisers. In 2018, “Mekiki Kai” increased to 17 breweries and expanded the distribution area to nearly the prefectural level. Nevertheless, “Konshi Kai” now includes 6 breweries in a comparatively small area. The association of breweries and association of liquor stores have advanced technology development and sales promotion. However, their functions have been limited because of insufficient cooperation, even between the members. This study found that the breweries in Hiroshima have established their own networks with liquor stores beyond the variety of industry types. It is argued here that the demand development of Japanese sake had entered a new stage. Little by little, consumers have also come to play an important role in the demand development through various activities held by themselves or liquor store owners.
