The popularity of low- and non-alcoholic drinks increased globally, accelerated by the pandemic, which led many people to become more health conscious. The effect has been pronounced in Japan, where the population is shrinking and younger people drink far less than in the previous decades.
Facing a steady decline in revenue following reduction in the sale of alcoholic drinks, Japan’s tax office in July 2022 launched a contest seeking ideas on how to stimulate demand among younger people. The major makers of drinks in Japan are also exploring overseas markets for growth. North America is a major market, where Suntory Holdings Group is looking to expand its canned cocktail business. The market value of alcoholic beverages increased significantly during 2017–22, according to GlobalData.
The market size of alcoholic beverages such as beer and cider, spirits and wines increased significantly during 2017–22, according to GlobalData.
In Japan, companies are coming up with new ways to improve the bar experience for non-drinkers. Beer gardens are a summer tradition in Japan, but the one promoted by Suntory and broadcaster TV Asahi skipped the beer, offering patrons a lineup of mocktails and non-alcoholic wine instead.
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