Mr. Miyagi restaurant is trending right now in Melbourne. In fact, it's so fashionable with millenial diners that it's even made the good ol’ goon box a thing again… SAY WHAT?!
The Japanese-influenced restaurant has just launched premium-grade booze sold in 'goon boxes'. Yes… the infamous 'goon' is back.
At $55 a pop, the cask is a long way from the ‘cheap’ and ‘tacky’ reputation it once had. The range includes premium quality 750ml local red (Murray Darling Shiraz), white (Marlborough Sav Blanc) and rosé (Adelaide Hills Rose).
Coining the tag lines “let the goon times roll”, “after goon, you spoon” and “blast from the cask”, Mr. Miyagari restaurant sure knows how to market to millennials.
#mrmsays... kiss and spoon better after drinking the goon?. Source: Instagram @mrmiyagimelbrourne
Kristian Klein, restaurant owner and mastermind behind the cask states that his goon revamp is a response to the consumer shift towards premiumisation and ‘craft’ or ‘niche’ quality beverages, especially among millennials.
“I remember being younger and having older cousins who would drink goon boxes and what was in there was traditionally terrible and cheap, and that’s why they drank it”, Klein told News Corp.
“I looked at the method and there’s nothing that makes goon boxes cheap or crappy other than the wine that is potentially inside it. So we thought it’d be fun to bring back the goon box and put a premium product in there.”
“We bring out a cask box and it’s hilarious because the wine inside is actually nice,” he added.
With millennial ‘influencers’ and models waiting for hours to hang out at the restaurant and a 40k following on Instagram, Mr. Miyagi has had no problems selling the casks... drink up!
The famous goon box as seen on the menu. Source: Mr Miyagi website.
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