People who can / cannot drink alcohol, when they want to drink / when they cannot drink ... So that everyone can enjoy together even if there are various values and situations related to alcohol --- Sumadori Co., Ltd. (Asahi Beer and Dentsu) This idea of "smart drinking" advocated by a joint-stock company established by digital) was introduced with Future Design Shibuya, taking the opportunity of the session "Idea Session | Shibuya x Smart Drinking" at SOCIAL INNOVATION WEEK in 2021. We have even launched the "Shibuya Smart Drinking Project" including Sumadori Co., Ltd.
"SUMADORI-BAR SHIBUYA", a bar that fully embodies the values of Sumadori, has opened in Shibuya Center-Gai. At a new spot that conveys such an advanced culture, Mr. Kajiura, the representative of Sumadori Co., Ltd., spoke with Mr. Osada, the FDS secretary general.
From knowing the feelings of those who cannot drink / people who do not drink
Osada First of all, I would like to ask you about Kajiura-san's personality.
Kajiura I was born in a liquor store in Tokushima. That's what I've lived in surrounded by alcohol (laughs). And it was a distributor of a company called Asahi Breweries. Asahi Breweries salesmen often come to my parents' house, and sometimes they come from Tokyo, so I thought "alcohol is cool" in my childhood. People from Tokyo look cool (laughs).
As an adult, I searched for various places to work, but as a result, I chose Asahi Breweries and started business for four years.
Osada I just drank every day (laughs)
Kajiura Yes, it's a beer business. It seems like I go around 3-4 shops every day and I can't make it to the last train today (laughs). But it was a fun day. After that, after being involved in marketing, brand manager of "Super Dry", development of "Clear Asahi", etc., I decided to work in Indonesia this time. Indonesia is a country where Muslims account for about 90%. In principle, alcohol is a culture of NG, so the situation is exactly the opposite of what it used to be.
Osada Then, wasn't it hard?
Kajiura: To be honest, it was hard for me to spend about two years, which I couldn't bear, to have a meal for three hours, without alcohol and just for tea, and to have a lot of fun (laughs). .. But I think the experience there was meaningful.
After that, I returned to Japan in 2017, when non-alcoholic products were growing. There was an order from the company to work on creating new value, so I thought, "I wonder if I can have fun with people who can't drink."
Osada How was the reaction of the company at that time?
Kajiura Which mouth says (laughs)
Osada: I wonder if Kajiura-san, who loves alcohol, is non-alcoholic (laughs).
Kajiura However, you noticed that there are more people in the world who can't drink than you can imagine. We are a liquor company and there are many people who like liquor, so it's just that there are no people around us who can't drink. So even if you do marketing, there is almost no data on people who can't drink / people who don't drink. I really research people who drink alcohol.
So I tried to set up a company outside. Sumadori Co., Ltd. has been established, which has many people who cannot drink.
At the Osada SOCIAL INNOVATION WEEK session, we gathered people who couldn't / don't drink and had a crosstalk, but from the standpoint of people who like alcohol, it's hard to notice if you're not aware of it.
Kajiura When you go to an izakaya or a bar with someone who can't drink, you and the other person care about you, and it's true that you can't get enough tension from each other. At such times, if there is a drink that is more exciting than just tea, we don't have to worry about each other.
Osada Certainly, I heard that it was hard for me to gulp down cola when everyone else was drinking.
Kajiura That's right. Also, this is pointed out by a project called "Shirafer" that "updates Shirafer into culture", but there is no food with the idea of pairing with non-alcoholic drinks.
Osada Certainly not.
Kajiura I choose sake according to my meal. There is no such thing as wine in this meal and beer in it. Therefore, I would like to propose a combination of food and drink that you can enjoy pairing with this "SUMADORI-BAR SHIBUYA" in the future.
I want to root in Shibuya and disseminate culture nationwide
Osada Looking back on the original process, after FDS was launched, I wanted to do something in Shibuya with a company like Asahi Breweries, so I went to the head office in Asakusa.
Kajiura At that time, wasn't there anything concretely envisioned?
Osada Shibuya also has bars, clubs and live houses, so I think I just wanted to bring about innovation for young people together. However, I think that most companies have a lot of specific requests when they talk about this. First of all, it's like how much you will get back if you invest this.
Kajiura That's right.
Osada But that wasn't the case at that time, and I think it was the time when Asahi Breweries was trying to create new value, but at that time I felt that the company was taking on new challenges. rice field.
Kajiura I think it was a really good relationship. I am grateful that we were able to get close to what we wanted to do and the place called Shibuya.
In Osada Shibuya, I chose this center town ...
There was an option of redevelopment area in front of Kajiura Shibuya station, but we want to appeal to "let's get along with alcohol smartly", so there is no point in doing it in a smart place already. .. For example, I thought it would be meaningful to do something like Halloween in a place where young people are often talked about how to interact with alcohol.
I searched for various things, and I happened to find a property, so this is also a connection.
Osada So I went to say hello to the promotion association in the center town together.
People who have a great deal of thought about Kajiura Town. I thought this was rooted in the city. We also do what is really good for the city, and as a result, we have the goal of realizing the world we want to do.
What is your impression of FDS from the perspective of Mr. Kajiura Osada?
Kajiura I feel the enormous energy of taking concrete actions to convey the future and innovation to Japan and the world while using Shibuya from various angles. In a normal company, you have to pursue profits, so even if you have something you want to do here, you can't do half of it — that's why we created Sumadori Co., Ltd. However, it seems that I can't concentrate on what I should be doing because I'm chased by the things in front of me.
Osada Certainly.
Kajiura: That's not the case, but I joined the community called FDS, which is a group of things that I want to do, and I really pushed the back of what we wanted to do.
FDS has the image that people who want to make something that hasn't existed yet and want to do it are gathering together.
Osada I'm vaguely seeing what I should do, but this is like making while running. I can see something big, and it seems that the details change steadily as I run. But if it doesn't look like that, you won't know what will happen tomorrow in this era.
Kajiura That's right. I think so.
Osada So, I especially felt that it would be difficult to do everything with a definite decision in Corona.
Kajiura After all, it's not interesting if it's decided. However, such a method is difficult for a company organization. However, a company is necessary to proceed with a project.
Osada company is necessary.
Kajiura So, I think that it is probably the best way to do what you want to do outside the company and boost it well with the power of the company, so I am doing it from both positions now. but. While aiming for the world we want to realize, we will boost it with the financial strength and resources of the company. After all, I think that you can do a lot of interesting things if you do it while joining hands well.
Invite "that person" who can't drink ... Create a culture where you can have a good time
Osada What kind of vision do you have in the long run?
Kajiura "SUMADORI-BAR SHIBUYA" has a lot of menus for people who can't drink, but I would like to inform you that even non-alcoholic drinks can provide the benefits of alcohol, such as feeling up and relaxing. Ultimately, I want it to spread throughout Japan.
Even now, there are non-albers, but after all there are so many types, and people who can't drink are the main characters, but there aren't many people who can enjoy it.
Osada Have you already received feedback from customers? (* The day of the interview is the opening day of "SUMADORI-BAR SHIBUYA")
Kajiura SNS has received a lot of feedback, and many people who say "I want to go!" Can drink it. Those people have a desire to take that child who can't drink. I thought it would be nice to have a concrete person's face in that way. I think that the ideal state is for such thoughts to spread more and more, and I hope that the opposite will be true this time. I hope people who can't drink will like it, and that person will spread to those who can drink, "Let's go there together."
Osada It's a good story, isn't it?
Kajiura That's a good story. The real benefit of alcohol is not to get drunk, but to make people happy and happy.
Osada It's not about getting drunk.
Kajiura Originally, it connects people, relieves stress, and enriches life. However, since the negative side is being emphasized very much now, I would like you to understand that it is not the case.
It's a waste to not know the good parts of the sake table. But the good thing is that you don't necessarily need alcohol.
So, I want to create a culture where ordinary tea doesn't make me feel better, but drinking and cooking like this makes me feel better.
Osada I hope that Shibuya will be an experimental place and that fun times will spread throughout Japan.
