Observer's POV
- J Z
- Aug 5
- 2 min read
"The first time I tried umeshu was at a tiny sake bar called Satsko in Manhattan’s Alphabet City, where the walls are covered in polaroids of happy, albeit slightly bleary-eyed, customers. That day, I wasn’t very happy; it was the beginning of summer and the city was hot, humid and pungent. I asked the mustached bartender for something refreshing, and he served me a whisky glass of Choya’s umeshu, on the rocks. It tasted like holidays — sweet and cold with a shiver of alcoholic oomph. It was dangerously drinkable, but I woke up the next morning feeling fresh as a daisy. I was hooked. " Myerson, R. (n.d.). How New Yorkers drink umeshu. Wine4Food. https://www.wine4food.com/editors-picks/how-new-yorkers-drink-umeshu/
Saw this writing while researching on Umeshu for the previous blog, I was intrigued by how the writer described the bar’s environment using items that set the atmosphere: "polaroids of happy, albeit slightly bleary-eyed, customers."
Everyone has seen polaroids; they capture moments and fun memories. The fact that the writer chose to describe the sake bar using polaroids led me to believe that her first experience with umeshu is likely positive.
The observation of happy, albeit slightly bleary-eyed, customers framed it nicely: the experience is great. Furthermore, the owner is proud of their craft and promise newcomers good time. It is social proof.
Alva is a creative agency, copywriting is among our services. We look beyond food, ingredients and cooking processes, observing details that reflect how customers feel and what they anticipate. People come together over meals: food serves as the medium, and the restaurant acts as a channel for human connection.
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