In 2018, the shipment volume of 'new genre beer' in Japan amounted to around 150 million cases, up from about 139 million cases in 2009.
New genre beer, also referred to as daisan beer (third beer), is a beer-like alcoholic beverage produced without malt. To avoid an increasingly standardized liquor taxation system for beverages containing malt, manufacturers substituted the ingredient with peas, wheat, or other grains and pulses in the production process.
The malt content makes the difference
Beer-like beverages in Japan encompasses new genre beers, happoshu as well as beverages classified as regular ‘beers’. Happoshu refers to low-malt beverages with a malt content below 67 percent and was introduced as a cheaper alternative to regular beer.
However, following the increase of liquor taxes on happoshus and the introduction of new genre beer, the shipment volume of low-malt beer declined steadily in recent years. While beverages classified as ‘beer’ accounted for the highest shipment volume of the beer-like beverage market, new genre beers are growing in popularity.
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Asahi. (February 14, 2020). Shipment volume* of new genre (daisan) beer in Japan from 2009 to 2018 (in million cases) [Graph]. In Statista. Retrieved December 07, 2024, from https://www.statista.com/statistics/1128477/japan-new-genre-beer-shipment-volume/
Asahi. "Shipment volume* of new genre (daisan) beer in Japan from 2009 to 2018 (in million cases)." Chart. February 14, 2020. Statista. Accessed December 07, 2024. https://www.statista.com/statistics/1128477/japan-new-genre-beer-shipment-volume/
Asahi. (2020). Shipment volume* of new genre (daisan) beer in Japan from 2009 to 2018 (in million cases). Statista. Statista Inc.. Accessed: December 07, 2024. https://www.statista.com/statistics/1128477/japan-new-genre-beer-shipment-volume/
Asahi. "Shipment Volume* of New Genre (Daisan) Beer in Japan from 2009 to 2018 (in Million Cases)." Statista, Statista Inc., 14 Feb 2020, https://www.statista.com/statistics/1128477/japan-new-genre-beer-shipment-volume/
Asahi, Shipment volume* of new genre (daisan) beer in Japan from 2009 to 2018 (in million cases) Statista, https://www.statista.com/statistics/1128477/japan-new-genre-beer-shipment-volume/ (last visited December 07, 2024)
Shipment volume* of new genre (daisan) beer in Japan from 2009 to 2018 (in million cases) [Graph], Asahi, February 14, 2020. [Online]. Available: https://www.statista.com/statistics/1128477/japan-new-genre-beer-shipment-volume/