SSSIA

By Ryuji Takahashi

Recently, the “World Liquor and Cheese Festival” was held at the Daimaru Tokyo department store connected directly to the Tokyo Station, one of the terminal stations representative of Japan. The admission fee was 3,000 JPY, the shopping voucher to make purchases within the venue.
This system implies to shoppers, “once inside the venue, you’ll miss out without taking advantage of this opportunity to shop” and “no free food samples are offered to passers-by.” At product fairs, people can usually stroll by and easily sample food and beverages for free. Therefore, lines of people before the samples with no intent to purchase keep away people with the intent to purchase in many cases. Also, as some people may still fear infection by the coronavirus, how this event was organized can prevent the spread of the coronavirus. In the future, this may be the way events should be organized at department stores.
This event organized for the 100th time was held over 6 days, 3 events/1 day. Participants had the option to purchase early bird tickets or same-day tickets. I attended the 2nd event on the final day, where I saw approximately 40 people lined up to purchase same-day tickets. I was handed a coaster made of cork as the shopping voucher and entered the venue.
Wine brands from around the world filled the venue, where each importer poured samples before the booth. The event titled “world liquor” mostly served wine, olive oil, and food samples to sell the products.
At this event, many Middle Eastern American and African American exhibitors were exhibiting products. Therefore, I was interested in sampling many food and beverage products to take home the products I found to be delicious. I started with classic Italian food samples, then sampled the French booth, Eastern Europe, Middle Eastern food from the Caucasus region, Africa to North America, South America, and Spanish food booths.
I discovered new food products from Moldova and Tunisia. I purchased white wine from Moldova and Tunisia, red wine from Italy, and 3 different types of cheese. After sampling many food and beverages, approximately 7,000 JPY is very economical for 2 people attending this event.
Also, I learned a lot from my conversations with sommeliers and sales associates of each importer. Competent sales associates who remembered the faces of guests interested in making a purchase from the nearly 100 people in attendance were surrounded by crowds to whom they sold products based on their knowledge, not promotion. On the other hand, sales representatives who appeared prideful were seemingly approached by a few guests. The stark difference between the two groups of sales professionals was evident. Recently, many events are held as restrictions are relaxed. I look forward to seeing various promotional food and beverage events resume as a ray of light that revives hope for the struggling food industry.




東京地酒散歩（世界のワイン）
　
先日、東京駅に直結している百貨店の大丸東京店で「世界の酒とチーズフェスティバル」
という催しがあったので行ってきた。入場料が3000円なのだが、これが会場内でのお買い物券になる。入場した以上は買い物を必ずしなければ損ですよ、通りすがりの無料試飲はありませんよというシステムで、確かに通常の物産展だと無料でフラッと催事場に立ち寄れて試飲や試食も簡単に出来てしまうので買う気の無い人の試飲の行列で、買うつもりで来ている人達が離れてしまう事が多々ある。しかもコロナ感染を危ぶむ人がまだいる中での開催はこの開催方法が感染拡大防止にも繋がるだろう。今後、百貨店の催事会場とはこうあるべきなのかもしれない。
このイベントは、なんと100回目の開催で6日間行われ1日3部制になっており、前売りチケットもしくは当日チケットで参加することが出来た。最終日の2部に私は参加したのだが、当日チケットを求める人が40名くらい並んでいた。お買い物チケットの代わりになるコルクで出来たコースターを渡されいざ入場。
本当に世界中のワインが所狭しと並んでおり、各輸入業者がブース前で試飲用のワインを注いでいた。世界の酒と銘打っていたが、殆どはワインとオリーブオイルと食品の試飲試食販売だった。とにかく今回は、中東系やアフリカ系が数多く出店していたので、そこを沢山飲んでみて美味いものがあれば買って帰ろうと考えていた。定番イタリアからスタートしてフランスを味わい東ヨーロッパを経てコーカサス地方からの中東、アフリカからの一旦北米に移動し、南米からの何故かスペインと試飲しまくって新たな美味い出会いはモルドバとチュニジアだった。白ワインを両国買い、イタリアの赤を買い、チーズを3種買い散々試飲と試食をして二人で7000円くらいならかなりお買い得なイベントだったと言えるだろう。各輸入業者のソムリエや販売員の対応も大変勉強になった。100名近い参加者の中でも買いそうな人の顔を覚えている様な上手な販売員の周りには人だかりが出来ており、PRよりも自分の知識先行でプライドが高そうな販売員の周りは殆ど人がいないといった見事に分かれる状態も見る事が出来た。イベント開催に関する緩和により各地で沢山イベントが復活している。このまま色々な食品や飲料のPRイベントが再開し、苦しんでいた食品業界の一筋の光となることを心から期待したい。