THE JAPAN NEWS



 

Major producers of alcoholic beverages are introducing a number of products with low alcohol content.

The aim is to meet the needs of consumers who are concerned about drinking too much amid an upsurge in “home drinking” during the novel coronavirus pandemic. Another factor is the growing concern worldwide over risk factors for disease.

Last month, Asahi Breweries Ltd. launched its Beery line of beer-style beverages with 0.5% alcohol nationwide.

The line was first released in March in the Tokyo metropolitan area and elsewhere, with strong sales mostly to customers in their 20s and 30s.
Sapporo Breweries Ltd. is planning to release The Drafty, a beer-inspired beverage with 0.7% alcohol, in September.

“We want to give new options to people who like beer but want to reduce their alcohol intake,” a Sapporo marketing employee said.

Mercian Corp. is introducing low-alcohol wines. At the end of August, the company plans to release a Bon Rouge red wine with 6% alcohol, about half the level of regular wine.

The domestic market for low-alcohol beverages is growing. According to research firm Intage Inc., sales of such products to households amounted to ¥419.1 billion in 2020, up about 70% from 2013.

In addition to drinking at home, demand is also coming from people who do not like alcohol.

In 2013, the World Health Organization cited alcohol as a risk factor for conditions including cancer and diabetes, and set a goal for member states of reducing the harmful use of alcohol by at least 10%.

The “sober curious” lifestyle movement among young people in Europe and the United States epitomizes a growing shift away from alcohol consumption.

In March 2016, the Cabinet approved the basic plan for promotion of measures against alcohol-related harm. The plan urges the alcoholic beverage industry to consider displaying alcohol content on containers.

The nation’s four beer giants — Asahi, Kirin, Sapporo and Suntory — have started displaying the number of grams of alcohol in their main products.

“It is becoming the responsibility of manufacturers to provide products of various levels of alcohol content and give data on the number of grams,” said Kazuo Matsuyama, head of marketing at Asahi Breweries.