Canned cocktails gain popularity in Japan

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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Administrator

Ellis Wines
Hanworth, Middx, IU

Sales Support Executive

Davy's
London, UK

Partner Manager – On-trade - Greater London

Maverick Drinks
London/M25 belt, UK

Partner Manager – On-trade - North West

Maverick Drinks
Manchester, UK

Partner Manager – On-trade - West & Wales

Maverick Drinks
Bristol, UK

Partner Manager – On-trade - South East

Maverick Drinks
Brighton, UK

Events Sales Executive

The Drinks Business
Central London, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more