世論 What Japan Thinks

Continuing my recent alcohol theme, and to get all seasonal, this time MyVoice looked at what people thought about 梅酒, umeshu, or Plum Wine. 15,579 members of their MyVoice Community, 54% female, completed their internet-based questionnaire at the start of March. In the sample there were 23% in their twenties, 40% in their thirties, 25% in their forties, and 12% in their fifties.

For me, umeshu is just too sweet and has an artificial flavour, even in those brands that are 100% natural ingredients. Although the adverts for it are almost exclusively female-oriented, I am surprised that less than a quarter identified it as a feminine drink. Almost two in five chose it as a health drink, which is not really surprising as a lot of people hear a snippet of health news (or even quackery) and take it to heart; for instance, one famous actor recently admitted to drinking over two bottles of red wine a day, and another model quaffed about 18 cups of coffee, both convinced that since both these substances in moderation have certain benefits, one cannot take too much of them.

Q1: About how often do you drink Umeshu? (Sample size=15,579)

Every day	0.9%
Once every two days	1.5%
Once a week	6.8%
Once or twice a month	17.4%
Once or twice every six months	21.9%
Less than once every six months	20.5%
Never (to Q4)	31.0%

Q2: Where do you obtain or drink Umeshu? (Sample size=approximately 10,750, multiple answer)

Buy at supermarket	38.5%
I or family make it	32.6%
Drink at restaurant or pub	25.4%
Buy at discount store	21.5%
By at off-licence	14.6%
Buy at convenience store	14.1%
Receive friend’s home-made wine	10.0%
Buy at department store	2.2%
Buy over internet	1.3%
Other	1.3%
Buy mail-order	0.3%
Don’t know or can’t remember	2.7%
No answer	1.3%

Q3: How do you drink Umeshu? (Sample size=approximately 10,750, multiple answer)

On ice	49.6%
With cold water	31.6%
With soda	28.8%
Straight, chilled	23.6%
Straight, at room temperature	11.9%
With warm water	11.6%
Straight, warmed	3.8%
With fruit juice	2.4%
Mixed with something other	1.1%
Other	1.0%
No answer	1.6%

Q4: What sort of image does Umeshu have? (Sample size=15,579, multiple answer)

Sweet	66.8%
Easy to drink	51.0%
Good for health	37.1%
Good bouquet	33.3%
Familiar (親しみがある)	28.8%
Feminine	23.1%
Refreshing	18.8%
Full-bodied	10.3%
Easy to buy	9.0%
Adult-oriented	4.7%
Cheap (negative image)	3.1%
Youth-oriented	3.0%
Unpalatable	2.8%
Unfashionable	1.8%
Fashionable, cool	1.7%
Unfamiliar (親しみがない)	1.1%
Other	1.0%
Bad bouquet	1.0%
Bitter	0.8%
High-class	0.5%
Masculine	0.4%
No particular image, or don’t know	5.4%
No answer	1.3%

Q5: Do you think you want to drink Umeshu in the future? (Sample size=15,579)

Yes	61.5%
No	19.0%
Don’t know	17.9%
No answer	1.6%