Amazon Japan launching pop-up bar
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To promote the alcoholic drinks being sold on its platform, Amazon Japan will launch a promotional pop-up bar in Tokyo.
In Ginza, the 78-seat Amazon Bar will run for 10 days from October 20, serving cocktails, sake and wine.
The online retail giant says some products will be exclusive, and the bar will not have a menu but recommend drinks to customers. It is the company’s first such venture, its previous foray into brick and mortar being bookstores.
Japan is one of Amazon’s four largest markets and is among the world’s biggest alcohol markets. Beer drinking is fading there, with wine showing the biggest increase in popularity over the past decade, followed by whiskey. The number of drinkers has risen by more than 55 and 34 per cent respectively, according to Japan’s National Tax Agency.
Questions & Answers
Q.What is the primary goal of Amazon Japan opening this pop-up bar?
What is the primary goal of Amazon Japan opening this pop-up bar?
The pop-up bar aims to promote the alcoholic drinks currently sold on Amazon Japan's online platform. It offers a physical space for customers to experience some of these products directly before purchasing.
Q.How will customers choose their drinks at the Amazon Bar if there is no menu?
How will customers choose their drinks at the Amazon Bar if there is no menu?
The bar will not provide a traditional menu to customers. Instead, staff will recommend drinks, which suggests a more curated and interactive experience for patrons visiting the Ginza location.
Q.What beverage trends are evident in the Japanese market, and how might this influence the bar's offerings?
What beverage trends are evident in the Japanese market, and how might this influence the bar's offerings?
Wine has seen the largest increase in popularity over the past decade in Japan, followed by whisky, while beer drinking is declining. These trends suggest wine and whisky may be prominent recommendations at the bar.
Q.Is this Amazon's first time operating a physical retail space?
Is this Amazon's first time operating a physical retail space?
No, this is not Amazon's first venture into physical retail. The company has previously opened brick-and-mortar bookstores, making the pop-up bar a new type of physical experience for them.
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