Hello! This is Realworld, the playable content platform. There are many ways for people to get closer to each other, and you can easily find cases where people drink together or play games together. Well, it turns out there's a place where you can do both at the same time. Let's find out what story lies behind this.
Located in Shinjuku, Tokyo, there's a private bar where opening a secret door reveals an elegant space filled with over 100 board games. It's a so-called secret hideout for adults only - no entry for those under 20.
The game room 'LIQUOR GAMERS ROOM,' which combines whiskey and board games, opened in August 2024. Suntory, famous for whiskey and familiar to us through highballs and whiskey, sponsors this unique space. The intention is to create connections between people by combining board games that bring people closer when played together, and whiskey that allows you to share your inner thoughts when drinking together.
Suntory has also been sponsoring a community called 'LIQUOR GAMERS CLUB' since 2023, where they create their own whiskey-themed board games and sell over 7,000 units per year. The synergy between board games and whiskey is remarkable.
But why does Suntory sponsor spaces and communities that combine board games and whiskey? First, we need to understand Japan's liquor market. Whiskey demand in Japan is on the rise due to the popularity of highballs and other factors. However, it's too early to feel secure, as Japan's overall liquor demand is declining.
According to a Forbes Korea article from July 23, 2023, Japan's liquor market is rapidly aging and facing the double burden of a shrinking population and decreased alcohol consumption. Over the past 30 years, per capita alcohol consumption of beer, sake, and spirits has decreased by 25% to 75L annually, mainly due to increased health consciousness and reduced alcohol consumption among younger generations.
Here we can glimpse Suntory's strategy. According to Nikkei Trend from December 5, 2024, for products with strong personal preferences like whiskey, mass-targeted marketing is not efficient. Therefore, Suntory's approach can be seen as a strategy to increase product touchpoints by approaching small communities that align well with whiskey.
This means naturally exposing products by creating a culture of enjoying them rather than focusing on product promotion - a fresh and differentiating idea from competitors. This aligns with a market expansion strategy of creating demand when there isn't any, reminiscent of Hyundai Card's case of increasing demand for their cards by organizing cultural events like Super Concerts. In Suntory's case, it appears to be a way to expand whiskey demand among young people who don't drink much.
Board game cafes that sell alcohol also exist in Korea. However, it's hard to find cases with sophisticated branding like Suntory's example. In this regard, what if a liquor company directly collaborated with Realworld Clue Seongsu, a space with a clear concept? Enjoying multiplayer mystery games with alcohol would likely double the fun and intimacy, and with sponsorship from a liquor company like Suntory's case, both parties could create synergy.
Realworld brings you playable cases from around the world! We'll return next time with even more interesting and beneficial content. Thank you.