## Booze Makers Shift Focus to Milder, Alcohol-Free Drinks
The Japanese beverage industry is witnessing a significant shift as major players like Asahi Breweries, Sapporo Breweries, Suntory Holdings, and Kirin Brewery move away from high-alcohol products and embrace milder and alcohol-free alternatives. This change aligns with the Ministry of Health, Labor and Welfare's guidelines on safe alcohol consumption and the global trend towards responsible drinking.
Previously, these companies heavily marketed "strong-style" canned chuhai and other ready-to-drink beverages with alcohol content exceeding 8%. However, recognizing the health risks associated with excessive alcohol consumption, they are now focusing on developing milder options with lower alcohol content or even no alcohol at all.
Asahi Breweries, for instance, has drastically reduced its offerings of strong-style beverages and is actively promoting its alcohol-free Asahi Zero and low-alcohol Asahi Beery and Dry Crystal. Similarly, Sapporo Breweries has introduced The Drafty, a low-alcohol beer, while Kirin Brewery continues to invest in its pioneering non-alcohol beer Kirin Free and its successor, Green's Free. Suntory Holdings has also expanded its range of non-alcoholic beverages with new additions to its All Free and Nonaru Sakaba lines.
This shift towards milder and alcohol-free options reflects a growing awareness of the health implications of excessive alcohol consumption and aligns with the global trend of "sober curious" individuals choosing to abstain or moderate their alcohol intake. As consumers become more health-conscious and prioritize wellness, the market for low- and non-alcoholic beverages is expected to see further growth and innovation.