For the sake of SAKE !
Sake Blog by Sachiko Koyama
Binbo Tokkuri
A porcelain take-away carrier of Tanaka Liqueur Shop of late Meiji period (October 23, 1868 - July 30, 1912) which I found at an antique shop in Kyoto. This type of pot was well used from late Edo period (1603 and 1868) until the beginning of the Showa period (December 25, 1926, through January 7, 1989) which was rented out by the liquor shop for ordinary people who can only buy small quantity of Sake. Hence it's name Binbo (poor) Tokkuri (Sake vessel) was born. Because of the name of the liqueur shop written on it, sincere customers felt somehow obliged to go back to the same liqueur shop. It must have been an effective marketing technique for conscientiously dutiful people with traditional moral obligation and sentiment. Some shops started writing their telephone numbers in the Showa period as well as the brand's name of Sake. So it was a good advertisement for the liquor shop when people bring it on the way to the shop. This was used to take-away Soy sauce which was then sold at the liquor shop too. 貧乏徳利(びんぼうとっくり) 京都のアンティークショップで見つけた、明治時代後期のお酒のテークアウト用陶器です。(田中酒店) 江戸時代から昭和初期ぐらいまで流通していたそうで、 少量のお酒しか買う事の出来なかった一般市民に貸し出された為 そこから貧乏徳利の名前がついたそうです。 酒店の名前が入っている為、義理堅いお客様は他のお店でお酒を買う事を躊躇し 足しげくなじみの店でお酒を買うに至ったとか。 義理人情を大切にする昔の庶民には効果的なマーケティングだったのでしょう。 屋号やお酒の銘柄、電話番号の入ったものなどもあり お店に持っていく道中での宣伝効果にもなっていたようです。 当時は酒屋で売られていた、醤油のお持ち帰りにも使われていたとの事。
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