TOKYO REPORT: Major Japanese Brewers Expand Non-, Low-Alcoholic Lineups

Tokyo, July 6 (Jiji Press)–As younger consumers increasingly turn away from alcoholic drinks, major Japanese brewers are expanding their lineups of nonalcoholic beverages and products with low alcohol content. The companies believe that many young people still want to enjoy the lively atmosphere of drinking parties while avoiding or limiting alcohol consumption. Through collaborations with universities and other partners, they are exploring new ways to offer drinks that are satisfying without the effects of intoxication. Stronger Trend of Not Drinking According to a 2024 survey conducted by Japan’s health ministry, the proportion of respondents in their 20s who said they “do not drink” alcohol reached 37.2 pct, up 6.7 percentage points from 10 years earlier. Against a backdrop of growing health consciousness and other factors, an increasing number of young people are distancing themselves from habitual drinking. Meanwhile, a survey of about 2,000 people in their 20s to 60s conducted by Suntory Holdings Ltd. in June last year found that even among respondents in their 20s, a relatively large share had favorable impressions of drinking gatherings with friends, colleagues and senior co-workers. At the same time, respondents in their 20s showed the highest level of anxiety among all age groups about “saying things they should not say while drunk” and “losing their memory” at drinking gatherings. Seeking to capture growing demand for nonalcoholic drinks, Suntory last year launched Zeroppa, a nonalcoholic base drink for restaurants and bars. The beverage retains the complex flavors of “shochu” spirits and whisky and can be mixed with carbonated water or other beverages, allowing consumers to enjoy the feeling of drinking alcohol without actually consuming it. For restaurants and bars, the product is easier to price higher than ordinary soft drinks, potentially helping increase spending per customer. As of the end of last year, more than 5,000 outlets had decided to offer Zeroppa. Nonalcoholic Bar for People in 20s Smart Drinking Co., or Sumadori, which is majority-owned by Asahi Breweries Ltd., opened Sumadori Meets, a bar specializing in nonalcoholic beverages, in Tokyo’s busy Omotesando district in April this year. The bar offers around 240 drink options, ranging from fully nonalcoholic beverages to original low-alcohol cocktails with alcohol content of 0.5 pct and 3 pct. “People who couldn’t enjoy alcoholic beverages in their 20s often end up distancing themselves from both alcohol and drinking parties,” said Sumadori president Tetsuya Takahashi. He added that the company aims to create a comfortable and inclusive space where younger customers can enjoy social occasions regardless of whether they drink alcohol. In May, Sapporo Breweries Ltd. started joint research with Tokyo Metropolitan University to examine whether even nonalcoholic beverages can make drinking parties enjoyable. The study focuses on changes in participants’ psychological states when they consume alcoholic drinks compared with nonalcoholic alternatives. A public relations official at Sapporo said that if the research shows nonalcoholic drinks can improve mood more effectively than ordinary soft drinks, the company will be able to make a stronger case for them. “We would be able to send a positive message that people can feel uplifted even with nonalcoholic drinks,” the official said. Comfortable Drinking Spaces Kirin Brewery Co., in collaboration with Musashino Art University, held a special lecture in April on creating spaces where drinkers and nondrinkers can feel comfortable spending time together. In classes beginning in October, students will produce works across a range of media, including posters and videos, aimed at helping to foster such inclusive spaces. The company is also considering incorporating students’ ideas into its future services. A student who attended the lecture and responded positively said, “I want to try creating an environment in which people don’t have to worry about others or feel the need to hold themselves back.” END [Copyright The Jiji Press, Ltd.]