Sake has lost half its market share with the increase in variety of alcohols including beer and chuhai, and with the increase in wine consumption within these past ten years. Manufacturers are currently working hard against strong stereotypes of sake being the drunken 50 to 60 year old salary man’s best friend. In order to attract a younger crowd the manufacturers produced sake sold at convenience stores with more aromas and less of a strong alcoholic smell. Major changes were made in the packaging to appeal to include a female audience.