Total volume sales of beer in Japan are expected to see a slow and stable decline throughout the forecast period. “Beer” in narrow terms in Japan is amongst the three types of beer: “beer”, happoshu and new genre beer, which are determined by factors such as the ratio of malt usage, the use of raw materials, and production method.
Younger consumers of legal drinking age are shifting away from beer, as alcohol consumption is no longer as regular, and there are also many more options when they do consume alcoholic drinks. To attract attention, beer players are trying to increase touchpoints with consumers and provide experiences related to beer, in order to deliver value.
While total volume sales of beer are expected to continue declining, total volume sales of non alcoholic beer are expected to record a steady increase in the forecast period. Non alcoholic beer was originally positioned as an alternative option when consumers could not drink when driving.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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