In the latter half of the Showa period and later, conditions unfavorable for traditional retail sakaya shops prevailed in the following ways: Companies with lots of capital started taking retail sake shops in towns into their franchise systems, converting many retail sakaya shops to convenience stores or supermarkets; also regarding the sale of liquor, large-scale mass sales stores took a big sales share and it became easier to sell sake due to the deregulation of liquor.
昭和時代後期以降には、大資本がそれぞれの町にある酒屋をフランチャイズ化し、多くの酒屋がコンビニやスーパーへ変化していき、また酒類の販売に関しては大型量販店がシェアを大きく奪うようになり、また酒類販売の規制緩和により酒の小売がしやすくなったこともあり、昔ながらの酒屋には逆風が吹き荒れた。