Japan: Sapporo Breweries to launch new third-segment beer-like beverage

Sapporo Breweries Ltd. said on December 4 it will launch a new third-segment beer-like alcoholic beverage, Gold Star, targeted mainly at people in their 30s and 40s, on Feb. 4, Nippon.com reported.

The Japanese market for third-segment beer-like beverages containing little or no malt and cheaper than beer is expanding amid a growing money-saving trend among consumers.

The new product contains some of the malts and hops used in the company's mainstay Yebisu beer and other beverages.

The package carries the company's symbolic golden star.

The retail price will be around 146 yen for a 350-milliliter can and around 206 yen for a 500-milliliter can.