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”.

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Akane Niikura, 10, has passed the Sake Institute of Japan’s expert test even though she’s 10 years too young to even taste the traditional rice wine.

Akane was already considered a child prodigy in Japan, for her cooking skills, but now that she’s an official sake expert, her notoriety is expected to grow even more. Although it will be around 10 years before she is allowed to taste sake, the 10-year-old connoisseur can already tell what dish will complement a certain variety of sake, simply by smelling it and observing the way it clings to the glass. Her small nose proved so accurate an instrument that the Sake Institute of Japan had to acknowledge Akane Niikura as a sake expert, after she passed their tests without drinking a drop of rice wine.

As the daughter of a sake bar owner, Akane was always around different types of rice wines from various regions of Japan, and in time managed to tell them apart and learn what foods they best go with. After school, this amazing fourth-grader helps her mom in the bar by recommending sake to customers. Most of them seem pleased with her choices and that’s when the little girl feels happiest. When she grows up, she wants to be a sake bar owner, just like her mother.

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