Entering the Heisei period (1989 and later) after the bubble economy busted, many retail sake shops still exist in various areas that have continued healthy growth through the following efforts: Trying to survive as 'a shop specialized in liquor' that is the essential function of sakaya as a retail sake shop, and limiting the products to be sold but adding values to the products through accumulating information about the products.
バブル崩壊後、平成時代に入ってからは、小売酒販店として酒屋本来の領分である「酒の専門店」として生き残りを図り、販売する品目を限定するかわりに、商品に関する情報を蓄えることで付加価値をつけ、健全な成長を続けている酒屋が各地に存在する。