Are sake brewers and marketers sending the wrong message to consumers?

Purpose This study investigates Hong Kong "consumers" sake tasting preferences, willingness to pay and how information commonly found on the bottle or menu affects these attributes. Design/methodology/approach This study took place inside a four-star hotel lobby restaurant. Convenience sampling was used to collect 184 valid responses from Hong Kong residents. Respondents were given four sakes two blind and two with common information found on the bottles and asked to rate each one independently. Findings The results suggest that alcohol content is the most crucial attribute in assessing the overall liking for consumers. In addition, information currently provided by producers and brewers has a negative effect on all assessment attributes and overall liking, but a positive effect on willingness to pay. Practical implications Sake producers, brewers, marketers, and hotel food and beverage managers should reconsider marketing strategies and the type of information provided to send better signals, increase "consumers" assessment and their overall liking. The results of this study suggest that sake brewers may want to advertise the alcohol content better to achieve higher satisfaction. Originality/value Consumers taste preferences for sake are not well understood. By applying the signalling theory the study results filled an information gap by examining how sake information commonly found on labels affects hotel guests tasting preferences and willingness to pay.