[Sake Purchasing Survey] 60% Feel Anxious About Trying New Sake Brands
NEXER and Daiichi Sake Brewery surveyed 400 sake consumers in Japan. While brand (46.3%) and price (40.5%) are primary selection factors, 60% report anxiety when trying new labels, with flavor (49.0%) being the top priority for consumers.
📋 Article Processing Timeline
- 📰 Published: May 26, 2026 at 22:00
- 🔍 Collected: May 26, 2026 at 13:31
- 🤖 AI Analyzed: May 26, 2026 at 21:52 (8h 21m after Collected)
## Sake Selection Survey
Sake comes in countless varieties. Many consumers feel overwhelmed when selecting sake at supermarkets or liquor stores. With factors like taste, origin, price, and label design, deciding what to purchase can be difficult. How do real consumers choose their sake, and what concerns do they have?
株式会社NEXER (NEXER Co., Ltd.) and Daiichi Sake Brewery conducted an awareness survey on "How to Choose Sake" targeting 400 men and women across Japan who have consumed sake before.
## Survey Overview
- Method: Internet-based questionnaire
- Period: May 13 – May 17, 2026
- Target: Men and women nationwide who have consumed sake
- Valid responses: 400
## 46.3% Select Sake by "Brand"
When asked how they select sake for purchase, the most common answer was "by brand" at 46.3%. This was followed by "by price" (40.5%), "by category" (e.g., Daiginjo, Junmai) at 28.5%, and "by origin" at 17.5%. Trust in familiar brands and affordability are major drivers in the selection process.
## 49.0% Prioritize "Flavor" as the Most Important Factor
When asked what they prioritize most when choosing sake, "flavor" was the top answer at 49.0%. This was followed by "price" (22.0%), "origin" (6.8%), and "brewing method" (4.5%).
Sake comes in countless varieties. Many consumers feel overwhelmed when selecting sake at supermarkets or liquor stores. With factors like taste, origin, price, and label design, deciding what to purchase can be difficult. How do real consumers choose their sake, and what concerns do they have?
株式会社NEXER (NEXER Co., Ltd.) and Daiichi Sake Brewery conducted an awareness survey on "How to Choose Sake" targeting 400 men and women across Japan who have consumed sake before.
## Survey Overview
- Method: Internet-based questionnaire
- Period: May 13 – May 17, 2026
- Target: Men and women nationwide who have consumed sake
- Valid responses: 400
## 46.3% Select Sake by "Brand"
When asked how they select sake for purchase, the most common answer was "by brand" at 46.3%. This was followed by "by price" (40.5%), "by category" (e.g., Daiginjo, Junmai) at 28.5%, and "by origin" at 17.5%. Trust in familiar brands and affordability are major drivers in the selection process.
## 49.0% Prioritize "Flavor" as the Most Important Factor
When asked what they prioritize most when choosing sake, "flavor" was the top answer at 49.0%. This was followed by "price" (22.0%), "origin" (6.8%), and "brewing method" (4.5%).
FAQ
日本酒を購入する際に最も選ばれている選定基準は何ですか？
最も多くの回答を集めたのは「銘柄で選ぶ」で、全体の46.3%を占めました。次いで「価格で選ぶ（40.5%）」が続いています。
日本酒を選ぶ際、消費者が最も重視するポイントは何ですか？
調査対象者の49.0%が「味わい」を最も重視するポイントとして挙げています。次いで「価格（22.0%）」が重要視されています。
初めて試す日本酒に対して消費者はどのような不安を感じていますか？
約6割が「自分の好みに合うかどうか」に対して不安を感じています。銘柄や価格、産地といった分かりやすい情報を購入の指標とする背景には、こうした心理が影響しています。
今回のアンケート調査の実施概要を教えてください。
株式会社NEXERと第一酒造が共同で実施しました。調査期間は2026年5月13日〜5月17日で、事前調査で「日本酒を飲んだことがある」と回答した全国の男女400名を対象にインターネット調査を行いました。
なぜ消費者は銘柄や価格で日本酒を選ぶのですか？
「日本酒にあまり詳しくない」ため、失敗しない安心感を求めて有名な銘柄を選んだり、現実的な予算に合わせてコスパを重視したりする傾向があるためです。