Canned cocktails gain popularity in Japan

3rd July, 2014 by Lauren Eads

Japanese brewers Suntory, Asahi and Kirin are to release their longest ever line up of canned cocktails this summer in a bid to counter a 10-year trend of declining beer sales.

chuh_img_01

The changing tastes of Japanese drinkers have seen brewers, such as Kirin Holdings and Suntory, battle to retain the attention of audiences launching “beer-like” beverages as sweeter, cocktail concoctions have gained popularity, as reported by Reuters.

In response, Suntory is set to release 23 new canned cocktails from June to August, building on the 17 it released last year, Asahi Group Holdings launched its new bitters line in May, while Kirin announced a new range in June.

Ready-to-Drink (RTD) products are taxed at the same rate as beer, avoiding the higher tax on spirits, provided it does not exceed 9%, meaning they can be priced more cheaply than other category’s helping brands to tap into younger markets.

According to Suntory, the RTD market has almost doubled in Japan since 2001 with sales predicted to grow by 3% this year, compared to beer sales which have declined by 1%.

Suntory hopes to exceed this estimate within its own business by boosting growth of its RTD line by 3.8%.

Kirin is even more confident in their RTD range which it hopes will grow by 8.4% this year.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Administrative Assistant

Swig Wines Ltd
Chiswick, London, UK

HR Manager

Amathus Drinks PLC
London, UK

Senior Sales Manager

Haynes Hanson & Clark
Gloucestershire, GB

Customer Services Administrator

Speciality Drinks Ltd
London, UK

National Business Development Manager

Speciality Drinks Group
London, UK

Inventory Analyst

Bibendum PLB
London, UK

Events Executive - Atom Supplies

ATOM Supplies Limited
London, UK

Off-Trade Sales Account Executive

Domaine Direct
Nationwide, working from a combination of home & London office.

Sales Executive/Brand Ambassador

Glenfarclas
Ballindalloch, Speyside, UK

Client Manager

Noble Rot
Wandsworth, London, GB

Spirits Investment Director

Stilnovisti
London, UK

Junior Brand Manager

Enotria Winecellars
Park Royal, London, UK

Content & Digital Assistant

ABVGlobal
London, UK

Sales Manager

Cellar Trends
London, UK

Editorial Assistant

Wine List Confidential
London, UK

Champagne Masters 2017

Deadline : 7th July 2017

The Global Sparkling Masters 2017

Deadline : 10th July 2017

The Global Malbec Masters 2017

Deadline : 10th July 2017

The Global Syrah Masters 2017

Deadline : 18th July 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more