Due to the declining population in the countryside of Yamaguchi Prefecture, they had to start promoting their sake in Tokyo early on. Their target was deliberately a narrow consumer segment, younger females, who typically stayed away from sake consumption. This was an innovative approach to offer clean aromatic flavors typically enjoyed in wine glasses with the famous “23”, “39”, “50” brand labels that explicitly show different grades based on rice polishing ratio.
The terminology is necessary to educate consumers but can sometimes be alienating when not explained at the time of consumption. Rice polishing ratio is a simple metric to show how much rice is polished to achieve the targeted flavor/quality/grade by brands. At the time Dassai was launched, 24% polishing ratio was the industry-top-level grade, so the simple brand name clearly represented this high quality and grabbed consumer attention without the need for further explanation.