A Bar Without a Menu

To raise awareness of Amazon’s liquor business, a limited-time pop-up bar opened in Ginza, featuring a unique experience where guests received personalized drink recommendations from Amazon’s vast selection—without a traditional menu.

Issue

Achieving Mass Awareness Without Advertising

Amazon is widely known for books and electronics, but its food and beverage offerings lacked visibility. Leveraging its unmatched liquor selection, the goal was to generate buzz organically—without relying on paid advertising. Amazon BAR was designed as a high-impact PR initiative to showcase this strength.

Creation

A Spectacular Bar in the Heart of Ginza

With support from trusted alcohol brands, the bar displayed thousands of bottles, creating a library-like atmosphere that captivated enthusiasts and casual drinkers alike. The immersive display sparked curiosity, inviting visitors to explore and appreciate the vast world of liquor at their own pace.

Technology

A Personalized Ordering Experience Based on Mood

Beyond the impressive bottle selection, the ordering process stood out. Instead of choosing drinks directly, guests answered a tablet-based survey in the lobby. The questions, unrelated to taste—such as “Do you feel like watching an action movie or a love story?”—were designed to gauge mood-driven flavor preferences. The system, powered by AI taste sensor Leo, developed by taste scientist Ryuichi Suzuki, translated emotions into drink recommendations.

Result

Consumer-Engaging Experience

Journalists from various sectors attended, generating high anticipation before opening. As planned, the event gained massive exposure without paid ads, drawing large crowds and sparking online discussions. It became a signature pop-up, returning in subsequent years as a recurring yet unpredictable experience.