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.
Yamatozakura Yokaban from yamatozakura on Vimeo.
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.
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