NEWS
JAPAN’S DRINKS GIANTS RIDE THE BOOMING LOW-ALCOHOL MARKET
By Susan Lewis
8-10-2021
Source: Asahi
Japanese beverage manufactures are launching a wide varieties of low-alcohol drinks to meet the rising demand from Japan’s young consumers who are more health-conscious than their older generation.
Thanks to the pandemic which kept more people drinking at home, the market value of low alcohol beverages in Japan grew 5.9 percent in 2020 to reach 105.8 billion yen (USD0.95 billion).
Asahi Breweries has launched Asahi Hibally late last month. Mixed with malt whisky brewed by its subsidiary the Nikka Whisky Distilling Co, the company said the low-alcohol highball boasts an authentic aroma and flavor.
The company's Beery, a beer-like beverage with an alcohol content of 0.5 percent, targets first-time drinkers and consumers in their 20s and 30s who shy away from regular beers. The product has seen high sales since being released nationwide in June.
Asahi is planning to increase its sales ratio of low alcohol beverages from about 6 percent in 2019 to 20 percent in 2025.
"We can develop attractive beverages even though they are low in alcohol," said Kazuo Matsuyama, who heads Asahi’s marketing division.
Asahi’s competitor, Sapporo Breweries, released the Drafty, a beer-like beverage with an alcohol content of 0.7 percent mid last month.
Made with draft beer brewed from 100-percent malt, Sapporo said Drafty is crafted to produce a savory malt flavor.
Meanwhile, drinks giant Suntory added Acerola Sour to the 15 flavours of its 3-percent ABV shochu-based canned "chuhai" beverages in August.
The low-alcohol trend has also spread to Japan's wine industry. Mercian Corp. released a wine called Bon Rouge with an alcohol content of 6 percent in August, to target drinkers who want to enjoy wine without getting drunk.
The wine is crafted using a technology to extract polyphenol to deliver a rich flavour even though it is low in alcohol, the company said.
Drinks with an alcohol content of less than 1 percent are more profitable for beverage makers because they are exempt from alcohol tax though they are sold at the similar prices as alcoholic drinks.
(the writer can be contacted at: info@thewinechronicle.com)
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