Do young people like to drink?Japanese wine industry turns to the era of non -alcoholic beverage

Jimu Journalist Li Manying

According to Reuters reported on September 12, as people pay more and more attention to health, global low alcohol and non -alcoholic beverages are becoming more and more popular. Related studies have shown that the global market value of the market segment rose from US $ 7.8 billion in 2018 to nearly $ 10 billion in 2021.

In a bar in Japan, the staff made a cup of alcoholic cocktail (picture source: Reuters)

The amount of drinking of young people in Japan is far lower than the past

According to reports, the Japanese population has decreased, and the drinking volume of young people is much lower than in the past decades.

According to government surveys, in 2019, only 7.8%of the 20 -year -old Japanese often drink alcohol, and the proportion of the age group in 1999 was 20.3%. Faced with the steady decline of wine sales revenue, the Japan Taxation Bureau launched a competition in July to seek the idea of ​​how to stimulate the needs of young people. Low alcoholic and non -alcoholic drinks may be one of the effective measures.

"If I have to get up early, I think I should postpone drinking, but I can drink drinks without alcohol to get the pleasure of drinking." 22 -year -old Okamoto worked in a restaurant in Tokyo. Friends who do n’t drink together have dinner together, and have alcoholic beverages. Everyone toast it together.

The wine industry transitions to the direction of non -alcoholic beverages

In addition to meeting the new needs of domestic consumers for non -alcohol or less alcoholic beverages, Japan's major beverage manufacturers also seek new incremental increases among foreign consumer groups.

According to Reuters reported on August 18, ATSUSHI Katsuki, CEO of the Japanese beverage giant Asahi Group Holdings Co., Ltd., is considering entering the North American market. He said that as the largest beer manufacturer in Japan, the company is considering promoting this move after the debt owed in Europe and Australia.

It is understood that there are many European brands under the Asahi Group Holdings Co., Ltd.. "North America is the best and the largest market." Katsuki said that Asahi Group Holdings Co., Ltd. currently does not have alcoholic production in North America. They have "insignificant" income there. In the future Company cooperation to broaden non -alcohol and low alcoholic beverage business. At the same time, it is also planned to vigorously promote the increasingly popular non -alcoholic and low alcoholic beverage products globally.

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