Sake is a push category

Nobody walks into a bar and asks for a sake brand by name.

They ask, "What should I try?"

And whoever answers (the sommelier, the bartender, the store clerk) decides.

That's a push category. Tequila and hard seltzer are pull categories: people ask for a brand, and the trade stocks it.

For sake to grow, people need a brand they can ask for without needing someone to translate the menu.

That's the brand we're building. It's taking longer than I expected, and it's the whole game.