Second the OIV International Labelling Standards,

“Wine is exclusively the beverage resulting from the complete or partial alcoholic fermentation of fresh grapes, whether crushed or not, and from the grape must. Its acquired alcoholic strength should not be less than 8.5 p. 100 vol. Nevertheless, considering climatic conditions, soil or grape variety, special qualitative factors or individual traditions specific to certain vineyards, the total minimum alcoholic strength can be reduced to 7 p. 100 vol. by special legislation of the region in question”

And the Japan National Tax Agency Notice “Sake brewing quality labelling standards” define:

“Sake” as a reference to any of the following alcoholic beverages with an alcohol content of less than22%:

a. The filtered product of fermenting rice, koji rice and water; b. The filtered product of fermenting rice, koji rice, water, sakekasu and other items specified in regulations (the total weight of such other items specified in
regulations must not exceed 50% of the total weight of rice, including rice for making koji rice]); c. The filtered product of adding sakekasu to sake.

However, the Wine and Sake industry had a bone to pick with this peculiar pandemic era and they are not willing to call a truce very soon.

Marketing is an essential tool for any wine and sake brand ™ that wants to both keep its customers and win new ones (If you don’t tell people how great your brand is, another brand will tell them how great theire is. Instagram is one of the digital tools used extensively in the digital marketing during COVID crise.

The humble #hashtag has been part of an inspiring #Condé-nast brands hashtag campaigns for luxury brands ^© #Litaliasiamonoi with Vanity Fair Italy behind this hashtag, whose aim is to celebrate the Italian unity and creativity which have always allowed the country to make the best of the worst situations it has endured in the course of its history.

This staple of our daily social media scrolls helped so much the wine and sake industry at a time when readers look more than ever to the media for companionship and inspiration, as well as to feel connected to their
communities.

Marketing has to strike a fine balance between selling the benefits of a product, customers tend not to appreciate the hard sell. Different wine brand all over the world gets the blend of product benefit and content value on its Instagram account just right, and do this by publishing a variety of videos showing the brand’s human side – a marketing engagement tactic that has real legs with millennial customers.

Using the humble hashtag or UGC for more engaging marketing is gets great user engagement; it also takes some of the legwork out of your marketing. Some #Japanese #Sake brands like #Hakkaisan, #Gekkeikan, #Tozai uses UGC (User Generated Content) expertly on its Instagram account, sharing regularly content from their followers and customers on its Instagram account. The wine brands also publish UGC from other wine brands, helping it to build a community within its industry, tagging the author to give them a shout-out. Giving users a shout-out gives them an incentive to share the post with their own followers, effectively turning them into micro-influencers and brand ambassadors.

I call this #transnational #democracy in #COVID era :-]