Sadanobu MATSUDAIRA who served as roju (a member of shogun's council of elders) wrote much about the sake-brewing industry of the day in his book "Ugenohitogoto" (an autobiography of Sadanobu MATSUDAIRA), and he said: "sake is not drunk much when it costs much. It is drunk much when it does not cost much. After all, it differs in nature from daily necessities for which the prices are expected to be stable for our people. The more that is in stock the more will be drunk, and the less that is in stock the less will be drunk."
老中松平定信は、その著書『宇下人言』（うげのひとごと）の中でかなりのページ数を裂いて当時の醸造業界のあり方について触れ、「酒というものは値段が高ければ飲むことも少なく、安ければ飲むことが多い。民のために、物価の安定が望まれる日用品とはしょせん性格の違う商品である。多く入荷すれば多く消費し、少なく入荷すれば少なく消費するものである」と述べている。