Conducted a Twitter questionnaire survey on alcohol gifts. The latest trend is paying attention to “encounters” with sake. Reiwa’s sake gift situation that requires a small amount of many brands instead of a standard gift

FARM8 Co., Ltd.
Conducted a Twitter questionnaire survey on alcohol gifts. The latest trend is paying attention to “encounters” with sake. Reiwa’s sake gift situation that requires a small amount of many brands instead of a standard gift
We have summarized the results of a Twitter survey on the latest sake gift situations in a graph.

FARM8 Co., Ltd. (Nagaoka City, Niigata Prefecture/Representative Director Atsushi Kabasawa) conducted a questionnaire survey using its SNS account on November 14, 2022 regarding the gift situation of sake. summarized.
FARM8 Co., Ltd. (Nagaoka City, Niigata Prefecture/Representative Director Atsushi Kabasawa) conducted a questionnaire survey using its SNS account on November 14, 2022 regarding the gift situation of sake. summarized.
Based in Nagaoka City, Niigata Prefecture, FARM8 Co., Ltd. develops products and services related to sake, and is developing business with the aim of creating opportunities for young people to drink sake. So far, we have implemented projects such as the development of the sake cocktail base “Ponshu Glia”, the operation of the sake lees specialty drink stand “Hacco to go!”, and the development of the regular sake delivery service “SAKEPOST”.

Research background
Until now, many of the users of our products and services have been young people, mainly in their 20s and 30s, and we can feel that alcohol consumption behavior is changing. We questioned the fact that the sales promotion was centered on this, so we conducted a
questionnaire survey using SNS in order to hear the actual needs of the young people’s gift needs collected from users.
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Summary of survey results
1. The demand for seasonal gifts such as sake gifts, year-end gifts, and mid-year gifts, which are imagined as gifts, has decreased sharply. The “encounter” with alcohol that makes you feel “that person likes it” is the trigger for the gift.
2. What makes me happy is the “Comparison Set of Small Drinks of Various Brands”. It turns out that the “time and experience to enjoy drinking comparison” is more important than product specifications such as high-end brands, favorite sake, and stylish bottles. 3. There may be a slight age bias due to the survey on SNS, but at least for those who look for gifts on the web, it is expected that the demand for sake gifts will change in a way that is different from conventional wisdom. be done.
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Questionnaire implementation method
■ Survey medium: Twitter questionnaire function
■ Survey implementation account: FARM8 management account = PonshuGria (@PonshuGria)
              Number of followers 30,036 (as of November 14, 2022 at the time of the survey)
■ Survey method: Anonymous 4-choice answer method for each of the 4 independent questions (1 user, 1 answer)
■ Survey period: November 13, 2022 to November 14, 2022 (24-hour survey) ■ Number of valid responses: 446 to 730 responses for each question (total of 2212 responses to 4 questions) / regardless of age and gender
■ Questionnaire content: 《Survey results can be confirmed from the Twitter posting screen below》
Question 1: What kind of occasions do you often give alcohol gifts?      https://twitter.com/PonshuGria/status/1591635482378915840 Question 2: What kind of sake would you be happy to receive as a gift?      https://twitter.com/PonshuGria/status/1591648618276061186 Question 3: What would you be happy to receive with alcohol as a gift?      https://twitter.com/PonshuGria/status/1591644858825216002 Question 4: What is the budget for a drink gift for a friend?      https://twitter.com/PonshuGria/status/1591641857137971200

Questionnaire result 1. (scene of giving alcohol)
The most frequent scene is “encounter with alcohol that seems to like”. Less than 10% of gifts are given in the annual seasonal gift-giving scene.
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Question: What kind of occasions do you often give alcoholic gifts to? Number of responses: 446 votes (in order of number of votes) 1. When you meet a drink that you think you like, 37.9%
2. In the sense of “Congratulations” in celebration of something 35.2% 3. In the sense of “thank you” to convey gratitude 17.3%
4. Seasonal greetings (midyear gifts, year-end gifts, etc.) 9.6%

Questionnaire result 2. (Type of alcohol that you are happy to receive) What you are looking for is not your favorite sake, high-end sake, or good taste sake, but a “small drink comparison set”
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Question: What kind of sake would you be happy to receive as a gift of sake? Number of responses: 496 votes (in order of number of votes) 1. A small drink comparison set of various brands 61.9%
2. High-end sake that you can’t afford yourself: 19.6%
3. Sake with a good sense of bottle and label 11.3%
4. Your favorite alcohol that you are used to drinking 7.3%
Questionnaire result 3. (A dish that is nice to have with alcohol) Snacks and sake cups are popular as they allow you to enjoy the time and space when you drink the sake you receive.
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Question: What would you like to receive as a gift along with alcohol? Number of responses: 540 votes (in order of number of votes) 1. Appetizers 59.4%
2. Sake set 31.5%
3. Delicious recipe 6.5%
4. Sake brewery-related goods 2.6%

Questionnaire result 2. (budget of alcohol to present)
More than half of the respondents gave their friends alcoholic beverages that were not too expensive, but were reasonably priced at around 3000 yen to 4,000 yen.
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Question: What is the budget for a drink gift for a friend?
Number of responses: 730 votes (in order of number of votes) 1. About 3,000 to 4,000 yen 53.4%
2. 5,000 yen to less than 10,000 yen 35.2%
3. Less than 2,000 yen 17.4%
4. Over 10,000 yen 7.1%
summary
The survey was carried out from two directions: the side giving the gift and the side receiving the gift.
Since it was a questionnaire survey using SNS, there is a possibility that there is an age bias, but it is a little different from the answer that I had imagined as a gift so far. I found out that people are giving sake while imagining their faces, and I was very interested in the results as a new market trend.
In addition, we found that there is a need for recipients to enjoy the individuality and taste of sake by comparing small amounts of sake, rather than luxury brands and stylish bottles, which were once the main gifts of alcohol. rice field.
From these trends, I feel that the experience and how to spend time are being emphasized as a gift, not as a “thing” but as a gift of “event” or even “time”.
Although there have been some changes in needs, the culture of gifting alcohol still remains, and the idea of ​​caring for the other person and giving them the comfort of drinking alcohol has not changed. This time, we reported the results of a survey on the gift situation of such alcohol.
Survey date November 14, 2022
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Investigator
FARM8 Co., Ltd.
■ Main products/services
[Regular sake delivery “SAKEPOST” delivered to the post]
A sake version subscription that delivers 100 ml x 3 types of different sake every month. Since the brand is not listed, read it with the QR code and check it. By posting your impressions of what you drank, everyone can create taste data. There is also a function to send messages directly to sake breweries, and it also serves as a link between sake breweries and consumers.
HP: https://sakepost.jp/
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[Sake cocktail base “Ponshuglia”]
Ponshu Gria is a cocktail made by pouring sake into a sake cup filled with domestic dried fruits. Proposing a new way to drink sake, it became a hot topic on SNS, saying, “It’s delicious and I drink too much!”
HP: https://ponshu-gria.com/
[Image 9d29185-44-ce93a7b1421380fd23fb-7.png&s3=29185-44-54a4a4106061e8ff95fb205532911273-1920x880.png

Company Profile
FARM8 Co., Ltd.
Location: Nagaoka City, Niigata Prefecture
Established: February 2015
Representative: Atsushi Kabasawa
Website: https://farm8.jp/
Details about this release:
https://prtimes.jp/main/html/rd/p/000000044.000029185.html


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