17 January, 2025

Japan: Beer and quasi-beer products sales down about 3% in 2024

Sales of beer and quasi-beer products in Japan fell by about 3 pct in 2024 from the previous year, marking their second consecutive yearly fall, estimates from four major brewers showed on January 16.

The decline was driven by falling sales of beer-like "third-segment" alcoholic beverages and "happoshu" low-malt quasi-beer products due to liquor tax revisions in October 2023 and higher prices.

Beer sales rose 5 pct thanks to bullish demand from restaurants and a tax reduction. The share of beer in overall beer and quasi-beer sales rose above 55 pct for the first time in 17 years.

In volume, sales by Suntory Spirits Ltd. dipped 3 pct and those by Kirin Breweries Co. fell 2 pct, while sales by Sapporo Breweries Ltd. were flat. In value, sales by Asahi Breweries Ltd. declined 3 pct.

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