Corporations are in business to make money and being popular is good for business, which is why we have advertising to hammer brand names into our minds and keep us buying and buying. But sometimes along comes a company which loves its product so much that it’s willing to sacrifice some revenue to give more consumers the pleasure of using or tasting its creation. Asahi Shuzo, the Japanese brewer behind the extremely popular Dassai sake, has resorted to a full-page ad in the country’s most read newspaper to kindly ask of people not to pay so much for its sake.
The price of goods and services is dictated by the market demand for them. Dassai has become one of Japan’s best-selling sake brands, and retailers are trying to squeeze as much profit as they can from the drink. However, Asahi Shuzo boss Kazuhiro Sakurai was anything but happy with the price tag of Dassai in most retail stores, so he decided to take a stand by directly instructing people not to spend so much money on their favorite sake. He did id by running a full-page ad in the Yomiuri Shimbin newspaper that read “A request. Please do not pay a high price for our sake”.