Marketing tradition-bound products through storytelling: a case study of a Japanese sake brewery

Abstract

This study examines storytelling as a marketing strategy to revitalize the tradition-bound Japanese sake industry. The case analyzed in this study is Kida Brewery located in Nara Prefecture. This research focuses on sake masters (called "Toji"), who have laid the foundation for the globalization of sake and their indomitable craftsmanship. This study provides strategic insights on developing new marketing and production approaches which can help revitalize the sake industry in Japan. Kida Brewery has almost 300 years of history and family tradition as a sake brewery. The storytelling of its tradition and production methods can be an innovative way to engage customers to achieve their loyalty. Also this study will provide a new opportunity for traditional Japanese sake masters to learn new strategies to cope with challenges such as global supply chain, succession of the master culture and family business, and technology adoption.

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