For those wondering about the amazake = sweet sake comment, it's a beverage occasionally sold at Shinto shrines. It's just one of the many traditional things one would expect from a hatsumode, so it's something one could look forward to like with charms and fortune telling (omikuji).
I think one thing that would set it apart from sake is that amazake may have no alcohol content. And well, minors aren't allowed to purchase alcohol, so it's reasonable to believe that the amazake in shrines are non-alcoholic.