Popular alcoholic beverages for at home drinking in Japan 2019

The most popular alcoholic beverage among Japanese consumers for drinking at home was beer, according to a survey conducted in Japan in 2019. Daisan beer ranked second with over 55 percent.
Daisan beer, also referred to as new genre beer, is a recently introduced product to avoid liquor taxes, by replacing malt with wheat, pea, or other grains and pulses in the production process.

Domestic alcoholic beverage market

The alcoholic beverage market in Japan encompasses a large variety of brewed, distilled, and fermented products. Among the broad product range, beer and liqueurs made up the lion’s share of domestic production volume of liquor. While Japan is well known for its traditional production of rice wine (sake), the country is also known for its large export market of whisky and other hard alcoholic beverages.

Heated competition among breweries

The Japanese liquor market offers a competitive landscape, with domestic manufacturers emerging as leaders. Major manufacturers included the four breweries Asahi, Suntory, Sapporo, and Kirin, who contributed significantly to domestic beer production.
However, smaller microbreweries are entering the market among a growing interest in craft beer. According to a survey among Japanese consumers, the majority were tempted by the various flavor profiles craft beer can offer, compared to regular beer.

Preferred alcoholic beverages for drinking at home in Japan as of June 2019

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Sources

Release date

September 2019

Region

Japan

Survey time period

May 31 to June 6, 2019

Number of respondents

1,000 respondents

Age group

20 years and older

Special properties

multiple answers possible

Method of interview

Online survey

Supplementary notes

*Cheap, malt-free alcoholic beverage with beer flavor.

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