Family mart launches “Hoshizukiyo” and “Hoshizukiyo Sparkling,” a neo-sake targeting younger consumers.

FamilyMart Co., Ltd. is set to launch exclusive sake products developed in collaboration with Gekkeikan Co., Ltd. — “Hoshizukiyo” and “Hoshizukiyo Sparkling” — each priced at 500 yen (excluding tax). These products will be available starting Tuesday, September 17, at approximately 15,800 FamilyMart stores nationwide that sell alcoholic beverages.

The popular trend in sake has been shifting from the traditional dry and crisp flavor to a more fruity and acidic profile. While FamilyMart’s sake category has primarily attracted customers aged 40 and above, the newly developed “Hoshizukiyo” series is aimed at appealing to younger consumers.

Both products are designed with a fruity aroma and acidity, with a lower alcohol content than conventional sake, making them more approachable for first-time sake drinkers. FamilyMart also recommends enjoying these sake products in wine glasses to enhance the aroma.

Source:Gekkeikan Pressrelease September 17th 2024