Amazon to promote alcohol products via its own Tokyo bar

Amazon is going to promote the alcoholic drinks available on its platform in Japan via a pop-up bar in Tokyo.

The tech giant will open its 78-seat ‘Amazon Bar’ on 20 October for 10 days. Located in Ginza, an upscale shopping and entertainment district in southeastern Tokyo, the venue will serve cocktails, wine and sake, including some exclusive products, according to a company statement.

The bar will not have menus but will recommend drinks to customers. The promotion marks the first time for Amazon to operate a bar or entertainment establishment of any kind. It has experimented with bricks-and-mortar bookstores.

Commenting on the initiative as an outside observer, Brendan Cravitz, head of content production at Publicis One Japan, said he approved of the idea but noted that little had been done to promote it. "You would think they would have had the resources or budget to actually create an appealing page, microsite or something to build up excitement for this," he said, indicating that the page created could be more attractive.

Japan is one of Amazon’s four largest markets, which include the US, UK and Germany. Together they account for more than 90 percent of the company’s total revenue. Japan is also among the world’s biggest alcohol markets, although consumption is falling. Beer drinking, while still popular, has become less so due to an aging population and increased health-consciousness among younger consumers.

Wine has shown the biggest increase in popularity over the past decade, followed by whiskey. The number of drinkers has risen by more than 55 percent and 34 percent respectively, according to figures from Japan’s National Tax Agency.

Campaign's view: The idea seems a great way to promote not just the products but Amazon's overall brand. The Ginza location, which is known for its refined drinking culture, is also well chosen. We agree that the dedicated page is not the best we've seen. Perhaps Amazon has more up its sleeve ahead of the opening. More on the bar once it opens.