An intense earthquake struck the Tohoku region of Japan on February 13. Damage was widespread, fortunately no lives were lost.

Days after the earthquake, someone spotted and snapped a photo of this clever notice in Happy Food RE Fanz supermarket in Date City, Fukushima:

The clerk in charge of the liquor section at this supermarket, Yohei Sato, felt the banged-up cans deserved better after all they’ve been through.
Yohei Sato had this to write (translation reads):

「地震に立ち向かっていった英雄たち」(Heroes Who Faced The Earthquake)

“These are the heroes who bravely stood up to the earthquake. I don’t want them to be treated like fallen and damaged products that sell at a discount. They look different but they have delicious alcohol on the inside. Please take them with you and let them live out their lives as delicious alcohol.”

Underneath the sign is a drawing of a wounded can shouting;

“We will not be beaten by the earthquake!!”

To up-sell a rough looking product with a humanizing backstory is business savvy! Add a quirky mascot and you’re away laughing. The logic stands too, as the beer inside is still A-OK.

The damaged goods were not marked down and sold at their regular price, resulting in all the earthquake-damaged cans selling out, from a few dozen down to 5 as of 16 February.

“Thanks to everyone, they sold out earlier. It’s the customers who bought them who are the real heroes to our store,” said Yohei Sato, spokesperson for survived cans of beer everywhere.

Read more: https://www3.nhk.or.jp/news/html/20210216/k10012870831000.html

Which reminds me; I need to crack into my own character endorsed, delicious liquor…

(Whittaker’s and Garage Project‘s collaboration chocolate beers.)