Japan's Low-Alcohol Drink Market Fizzing
Tokyo, Oct. 15 (Jiji Press)--Low-alcohol drinks are gaining ground in the Japanese market, with makers increasingly targeting those who do not usually drink alcohol.
Amid increasing concern about the health impact of high alcohol, drink makers are developing low-alcohol products and introducing spaces where consumers can enjoy such drinks casually.
According to research company Intage Inc., sales of drinks with an alcohol content of 8-9 pct had led the overall alcoholic drinks market thanks to the popularity mainly among those who want to get drunk quickly.
But the segment incurred a sales drop for the third consecutive year from 2021. In February this year, the health ministry issued its first guidelines calling for moderate drinking, dealing an additional blow to such drinks.
Drink makers are rushing to expand their product lineups, taking the recent developments as a business opportunity for low-alcohol beverages.
The definition of low-alcohol drinks varies depending on the maker. But for beer and "chuhai" drinks containing spirits and soda, products with an alcohol content of 4 pct or less are generally considered low-alcohol drinks.
Tokyo-based Kirin Brewery Co. launched the "Hanayoi" canned chuhai with an alcohol content of 3 pct in September.
Younger generations who do not drink alcohol regularly "tend to favor chuhai, which has a wider variety of flavors than beer," a public relations official said.
Takara Shuzo Co., based in the western city of Kyoto, has launched the "Hakko Joryu Sour" low-alcohol drink brand with 3 pct alcohol content.
In 2022, Asahi Breweries Ltd. of Tokyo and its partner opened the Sumadori Bar Shibuya establishment specializing in low-alcohol drinks.
It offers about 150 types of drinks, including those developed jointly with university students. Many are nonalcoholic drinks and drinks with an alcohol content of 0.5 pct or 3 pct.
About 90 pct of its customers are in their 20s and 30s, according to the operator. A new area was set up in the bar in March this year to allow customers to drink while standing.
Kyoto-based Gekkeikan Sake Co. has released a sake product with a 5 pct alcohol content, much lower than the conventional alcoholic content of around 15 pct for sake.
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