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Japanese Brewers Expand Nonalcoholic and Low-Alcohol Drink Lines
Major Japanese brewers are adding more nonalcoholic and low-alcohol options as younger consumers reduce drinking. A 2024 health ministry survey found 37.2 percent of people in their 20s do not drink alcohol.
The Japan TimesAudio version
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Major Japanese brewers are expanding their lineups of nonalcoholic beverages and products with low alcohol content. The companies are responding to younger consumers who want to join social gatherings without consuming alcohol. A 2024 survey by Japan’s health ministry found that 37.2 percent of respondents in their 20s said they do not drink alcohol.
That share was 6.7 percentage points higher than the figure recorded 10 years earlier. The brewers are working with universities and other partners to create drinks that deliver flavor and social appeal without the effects of intoxication. The Japan Times reported that the shift reflects growing health consciousness among young people who are moving away from habitual drinking.
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