What is the most chosen criterion when purchasing sake?

The most chosen criterion is 'selecting by brand', accounting for 46.3% of the total. This is followed by 'selecting by price' at 40.5%.

What is the most important factor for consumers when choosing sake?

49.0% of respondents prioritize 'taste'. The next most important factor is 'price' at 22.0%.

What concerns do consumers have about trying new sake?

Approximately 60% of consumers are concerned about whether it will match their preferences. This psychological factor influences the tendency to use clear information such as brand, price, and origin as purchase indicators.

Please provide an overview of the survey implementation.

The survey was conducted jointly by NEXER Co., Ltd. and Daiichi Shuzo. The survey period was from May 13 to May 17, 2026, and it was an online survey targeting 400 men and women nationwide who had previously indicated they have tried sake.

Why do consumers choose sake based on brand and price?

Due to a lack of detailed knowledge about sake, consumers tend to choose well-known brands for peace of mind and focus on cost-performance to fit their budget.

[Sake Purchasing Survey] 60% Feel Anxious About Trying New Sake Brands

Published May 26, 2026 10:00 PM ・ Updated Jun 14, 2026 7:23 AM ・ 3 min read ・ Source: PR TIMES

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.

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%).

FACT BOX

Source: PR TIMES
Category: Survey

[Sake Purchasing Survey] 60% Feel Anxious About Trying New Sake Brands

⚡ Key Points

Sake Selection Survey

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"

49.0% Prioritize "Flavor" as the Most Important Factor

FACT BOX

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