THE PROBLEM

Sake sales are down in Japan due to the younger population adopting a more Western alcoholic preference, such as rum, brandy and bourbon. In the West however, sake has an image problem as it is associated with cheapness and a lack of refinement. 

SOLUTION

Reform: change the perception of sake, and those who drink it

Re-brand: create a new identity

Remove: change the level of access within the retail market, allowing only limited access to high-end establishments