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日本酒の消費量が落ちている

日経2009/05/25朝刊5面「インタビュー 領空侵犯」より、日本酒の消費が落ちているという記事。記事ではどうやって盛り上げるかという話ですが、素データをメモ。

  • 日本酒は1975年をピークに30年以上にわたって消費量が減り続けている
  • 現在の国内の消費量はピークの3割しかない

感覚値にもあいます。私の子供の頃は、近所の酒屋さんが一升瓶のケースを配送して回収するという習慣が残っていましたが、とんと見かけなくなった。子供のコレクションに日本酒の栓というのも私の子供のころで終了でしょう。

会社を通じてのつきあいでも日本酒ではなくビール。

日本酒もディスカウントストアで、紙パックやペットボトルで売られるようになると、あまりおしゃれじゃない。安くで酔っぱらいたい人に対してはニーズに応えているのかも知れないけど、あまりにそこのユーザにフォーカスしちゃうと、文化としてのお酒のポジションがどんどんなくなっていく。

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