## Booze Makers Shift Focus to Milder and Alcohol-Free Beverages
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 options. 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 promoted "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 alternatives.
Asahi Breweries, for instance, has drastically reduced its strong-style offerings from 79 in 2020 to just two currently. Similarly, Sapporo Breweries has only one such product remaining, and Suntory Holdings emphasizes responsible consumption while catering to diverse customer needs with its range of lower-alcohol options. Kirin Brewery is also exploring new possibilities in this evolving market.
The trend towards mindful drinking is further fueled by the growing popularity of the "sober curious" movement, particularly among health-conscious individuals. This has prompted companies like Asahi Breweries to open dedicated alcohol-free bars and introduce innovative low-alcohol and non-alcoholic beverages like Asahi Beery, Dry Crystal, and Asahi Zero.
Other major players are also actively participating in this market shift. Sapporo Breweries launched 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. Additionally, Kirin Brewery's affiliate Mercian Corp. partnered with Fancl Corp. to release an alcohol-free imitation ume liquor. Suntory Holdings has also expanded its non-alcoholic offerings with new versions of All Free and Nonaru Sakaba products.
As the demand for healthier and responsible drinking options continues to rise, the competition in the low- and non-alcohol beverage market is expected to intensify. This shift presents exciting opportunities for innovation and caters to the evolving preferences of consumers who prioritize well-being and mindful consumption.