Attracting "Gen Z", the Japanese wine industry shifts to the non -alcoholic beverage market

During the new crown epidemic, more people pay attention to health issues, thereby helping the popularity of alcohol or low alcohol content in the world. The Japanese wine industry vigorously expands the non -alcoholic beverage market in order to meet the needs of "generations" that refer to "post -95s" and "post -00s".

On March 8th, people visited Xinhua News Agency reporter Zhang Xiaoyu at the International Food and Beverage Expo held at Chiba in Japan

Because I do n’t want to let others associate themselves with the impression of “alcoholism college students”, 22 -year -old Okamoto Kanza (transliteration) will always consider the day schedule before opening alcoholic drinks. He said, "If I have to get up early or think of 'I shouldn't drink recently, then I will drink drinking drinks without alcohol ... Of course, when you go out with friends who don't drink, you can do something well. "

On the 12th, Reuters quoted the Japanese government to investigate data newspapers. In 1999, the percentage of drinking alcohol in more than 20 years old in Japan was 20.3%. By 2019, this ratio fell to 7.8%. At the same time, the number of drinking people who have always been known for drinking drinking is also rapidly decreasing.

On the evening of August 16, 2019, in Liubamu, Tokyo, Japan, people consumed from Du Xiaoyi, a reporter from Xinhua News Agency, in the izakaya.

Since the new crown epidemic, drink -free and low alcoholic drinks have been favored by more and more consumers. According to data from the British Institute of International Wine and Wirings, global market size of non -alcohol and low alcohol content drinks in 2018 will be about $ 7.8 billion, and by 2021, it will increase to nearly $ 10 billion.

Large Japanese beverage manufacturers seize this opportunity to expand foreign markets on the one hand, and on the one hand, improving the bar experience of non -drinking people in Japan.

One summer afternoon, in Liubenmi, Tokyo, a group of young women -based consumers appeared in an alcohol -free "Beer Garden". It was promoted by Sanndeli and Asahi TV, providing customers with a series of alcoholic cocktails and wines.

The general manager of Sanchali Company said: "We think consumers pay more attention to the communication when drinking or want to enjoy the atmosphere of drinking venues."

The beverage giant Kirin Holdings also launched a series of alcoholic wines, cocktails and beer. Company data shows that within the three months as of June, the sales of alcohol -free beer produced by them were more than twice as much as the same period last year.

Shibuya Newly opened a bar led by the Asahi Group called "Smart Drinking", which provides hundreds of drinks, including craft beer and cocktails, and the alcohol content in the drink is only 3%.

Photo by Du Xiaoyi, a reporter from Liubenmu Street, who was taken in Tokyo, Japan on August 16, 2019

The bar operator of the bar said it provides an environment that everyone can gather together and everyone can "drink a cup". "The purpose of this bar is to pay attention to customers who cannot drink, so that they can meet with people who drink it happily." The operator said. (Qiao Ying)

(Source: Xinhua News Agency client)

【Edit: Fu Sakura】

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