Luxury Japanese sake by lottery: 70,000 applicants for 10,000 bottles
Clear (headquartered in Tokyo, CEO Ryuji Ikoma), which develops the Japanese sake brand “SAKE HUNDRED”, has announced that 10,000 bottles of its flagship product “Hyakkou” (38,500 yen including tax), brewed in 2024, for general sale (sales to general customers who are not SAKE HUNDRED members), have been sold out. The product is sold by lottery. Approximately 70,000 people applied for the 10,000 bottles, and they sold out early. On July 31, they began accepting advance lottery applications for “Byakko”, which has been updated for release at the end of 2024.
“Byakko” is limited in the number that can be produced due to the rarity of the ingredients and the high difficulty of brewing. For that reason, they are conducting lottery sales.
“Byakko”, brewed in 2024, will be sold by lottery three times in total, in winter, spring, and summer. The planned sales date was brought forward due to the number of applications that were more than expected. The 10,000 bottles available for general sale were reportedly sold out by the end of July.
The average price of sake is said to be several thousand yen per bottle, but the average price for new customers of the “SAKE HUNDRED” brand as a whole is 42,969 yen. The average price for repeat customers is 71,560 yen (May 2024). “Byakuko” is said to be driving the average price.
The company is currently developing a significantly updated “new ‘Byakko'” for release at the end of 2024.
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