Participants engaged in Asahi Breweries Ltd.'s New Year's event in Tokyo's Shibuya Ward had the opportunity to sample mild alcoholic drinks, showcasing a shift in the market. Alcohol manufacturers are now reconsidering their offerings, opting to withdraw high-potency canned products following health ministry recommendations on safe alcohol intake and shifting consumer preferences away from strong alcoholic beverages towards moderation.
With the release of the Ministry of Health, Labor and Welfare's guidelines highlighting the risks of consuming excessive alcohol, companies like Asahi, Sapporo, and Suntory are pivoting towards producing milder and non-alcoholic alternatives. Asahi Breweries, which previously boasted a staggering 79 products with 8 percent alcohol or higher, has now significantly reduced its offerings, emphasizing the introduction of mild and alcohol-free drinks to cater to changing consumer demands.
This change in strategy reflects a broader global trend as wellness-oriented individuals embrace the concept of responsible drinking and moderation. Asahi Breweries' recent venture, opening the Sumadori Bar Shibuya serving alcohol-free cocktails and mild beverages, underscores the industry's shift towards meeting evolving consumer needs and promoting responsible alcohol consumption. The intense competition in the low- and non-alcohol beverage market is expected to heighten as industry players like Sapporo, Kirin, and Suntory race to innovate and cater to the growing demand for healthier beverage options.