About the Hama Wine Youth Program

 

Alcohol consumption in Japan continues to decline. Young people are especially turning away from alcohol. There are increasing numbers of disappointing voices, such as "I don't have a chance to drink alcohol" and "I don't know what to drink or how to drink it." In the past, there was a traditional communication culture in which seniors would buy drinks for juniors, but this has changed in recent years. Schools don't teach how to drink alcohol, so many young people may not like it because they don't know how to enjoy it.

Therefore, in this program, instead of the traditional "treating" method, Yokohama Winery will create a system to connect senior adults with junior, new adults. The senior members will pay the membership fee, the new members will drink Hama wine at the winery, and send a message of thanks and gratitude. This is an initiative that can only be done with Hama wine, which has a gentle, easy-to-drink aroma.

Objective: To get the next generation of young people (especially those in their 20s ) to become fans of Japanese wine.

Target: Young people in their 20s , wine beginners

Details: Funds raised by those treating (seniors) will be used to purchase a pair of wine-by-the-glass tasting sets ( 500 yen plus tax) for the young people in their 20s (juniors) being treated at the Yokohama Winery store ( .blue Point Blue).

Yokohama Winery will provide a system that allows communication between those treating and those being treated, making it available to as many people as possible.

*Details are currently being considered.