Japan: Low-alcohol drinks gaining ground in Japanese market

Low-alcohol drinks are gaining ground in the Japanese market, with makers increasingly targeting those who usually steer clear of alcohol, The Japan Times reported on October 17.

Amid increasing concern about the health impact of high alcohol consumption, beverage makers are developing low-alcohol products and introducing spaces where consumers can enjoy such drinks casually.

According to research company Intage, drinks with a high alcohol content of 8% to 9% sold well among those who wanted to get drunk quickly and led the overall alcoholic drinks market.

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.

Seeing a business opportunity for low-alcohol beverages, companies are now rushing to expand their product lineup.

The definition of low-alcohol drinks varies depending on the maker. But for beer and chūhai drinks containing spirits and soda, products with an alcohol content of 4% or less are generally considered low-alcohol drinks.

Tokyo-based Kirin Brewery launched the "Hanayoi" canned chūhai with an alcohol content of 3% in September.

Younger people who do not drink alcohol regularly "tend to favor chūhai, which has a wider variety of flavors than beer," a public relations official said.

Takara Shuzo, based in the city of Kyoto, has launched the "Hakko Joryu Sour" low-alcohol drink brand with 3% alcohol content.

In 2022, Asahi Breweries 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 either nonalcoholic or have a low alcohol content of 0.5% or 3%.

About 90% 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 has released a sake product with a 5% alcohol content, much lower than the usual 15% for sake.

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