Japan: Kirin Holdings starts using grams to display alcohol content of beverages

Kirin Holdings Company, Ltd. has started using grams, in addition to percentage and proof, to indicate the alcohol content of beverages sold in Japan, The Japan News reported on May 31.

The measure is expected to help consumers determine the alcohol content of beverages they are to consume without making calculations, and to help prevent excessive drinking.

Kirin started displaying the alcohol content by grams for most of its products on its website on May 27. A 350-milliliter can of Ichiban Shibori beer, for example, states that it contains 5% alcohol, but the website shows that beer has 14 grams of pure alcohol per can.

Indicating the alcohol content on such products is required by law, but there was criticism that doing so by percentage or proof made it difficult to know how many grams of alcohol were actually consumed.

In response, Kirin voluntarily started using grams to indicate alcohol content. The company plans to put the alcohol content by weight directly on product labels by 2024.

In March, Asahi Breweries, Ltd. also began displaying alcohol content by weight on its website. Suntory Holdings Ltd. and Sapporo Breweries Ltd. are expected to follow suit by the end of the year.

Health, Labor and Welfare Ministry guidelines state that a daily intake of 40 grams or more for men and 20 grams or more for women raises the risk of lifestyle-related diseases.