David Blecken
Jul 3, 2018

Subtle rebranding suggests a way for sake brands to modernise

A brewery based in Japan's Hyogo prefecture invited an outside perspective in an effort to balance tradition and modernity.

Akashi-Tai aims to appeal to both Japanese and western consumers

Speaking at the New Economy Summit in Tokyo in April, footballer turned sake entrepreneur Hidetoshi Nakata suggested that a big reason the Japanese sake industry is struggling is a lack of branding neither foreigners nor many Japanese people can read the labels on the bottles, he said.

Instead of despairing at this oversight, Nakata has been developing an application to translate the labels. It’s not just a question of legibility though. In many cases, the...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
IPG Mediabrands makes China CEO change
Premium
9 minutes ago

IPG Mediabrands makes China CEO change

Former DDB COO and CFO returns to the Interpublic network as Tom Wan departs.

Premium
Why brands should think differently on Singles’ Day
Premium
51 minutes ago

Why brands should think differently on Singles’ Day

Live-streaming provides a new channel for brands to present themselves and sell products, especially to Chinese lower-tier city consumers.

Premium
Michael Karg abruptly exits as Ebiquity CEO
Premium
1 hour ago

Michael Karg abruptly exits as Ebiquity CEO

Surprise exit came week before group was due to present to investors.

Premium
LG Electronics awards global media business to PHD
Premium
3 hours ago

LG Electronics awards global media business to PHD

The account spend is estimated at $800 million worldwide.