## Booze Makers Shifting Focus to Milder and Alcohol-Free Drinks
In light of recent health ministry guidelines and a global trend towards responsible drinking, major beverage companies in Japan are shifting their focus away from strong alcoholic beverages. Instead, they are developing milder and alcohol-free options to cater to changing consumer preferences.
The Ministry of Health, Labor and Welfare released its first guidelines on the health hazards associated with excessive drinking in February 2023. The guidelines highlight the increased risk of lifestyle-related diseases, such as cancer and stroke, associated with consuming more than 40 grams of pure alcohol per day for men and 20 grams for women.
Previously, brewers had heavily promoted "strong-style" canned chuhai and other ready-to-drink beverages with alcohol content of 8% to 9%. These drinks were popular due to their affordability, ease of consumption, and high alcohol content. However, the new health guidelines and changing consumer attitudes have prompted a shift in strategy.
Asahi Breweries, Sapporo Breweries, Suntory Holdings, and Kirin Brewery have all significantly reduced their offerings of strong alcoholic beverages. Instead, they are focusing on developing and promoting low- and non-alcohol alternatives.
Asahi Breweries has opened a bar in Shibuya dedicated to serving alcohol-free cocktails and mild beverages. They have also launched several new low-alcohol and non-alcohol beers, including Asahi Beery (0.5% alcohol), Dry Crystal (3.5% alcohol), and Asahi Zero (0.0% alcohol).
Similarly, Sapporo Breweries has introduced The Drafty (0.7% alcohol), while Kirin Brewery is developing a successor to their popular Kirin Free non-alcohol beer. Suntory has also released new versions of their All Free non-alcohol beer and other non-alcoholic beverages.
This shift towards low- and non-alcohol options reflects a growing awareness of the health risks associated with excessive alcohol consumption and a desire for healthier and more responsible drinking habits. As consumer preferences continue to evolve, the market for low- and non-alcohol beverages is expected to see further growth and innovation.