I just want to take a moment to highlight a strong example of contextualizing your product and showing consumers how it can fit into theirs lives.
Yamatozakura, a respected distillery from Kagoshima Prefecture, serves up a good video that highlights friends, family, food, and good imo shochu.
One of the many things the video does well is show viewers the proper way to mix shochu oyuwari.
I also love the young family angle.
Follow head distiller, Tekkan Wakamatsu, here on Twitter.