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Japan's alcoholic beverage market has been in decline since 2001, driven by an aging population, lifestyle changes and increasing health awareness. At the same time, the Spirits segment, dominated by domestic production, has grown by CAGR 5.1% between 2001 and 2022, fuelled by the popularity of Chu-Hi, a Vodka or Shochu-based ready-to-drink beverage. Whisky has also contributed to this growth, benefiting from its premium pricing and the continuous popularity of Whisky Highballs. Meanwhile, traditional Spirits such as Shochu have been declining, prompting distillers to diversify into other ventures.
Liquor in Japan is largely accessible in the on- and off-premise. The on-premise sector has always been a significant channel in terms of consumption and image building. COVID-19 and changing lifestyles have heavily impacted this segment, although a rebound can be seen since 2022. The off-premise sector on the other hand, saw some benefit from COVID-19 induced home drinking trends.
In terms of lifestyle changes, health-related trends such as the Sober-Curious, particularly among Generation Z, is taking root leading to a rise in demand of low-alcohol and non-alcoholic cocktail products. The generational changes in social drinking traditions and entertainment patterns are affecting the Spirits industry in the long run, requiring brands to react and adapt.
These changes in a constantly evolving and dynamic environment offer plenty of opportunities for European SME’s. Discover in this webinar how Japan's Spirits market adapts and innovates in a competitive and shifting context.
The webinar is targeted to EU companies seeking to newly develop or strengthen their current positions in Japan’s Spirits market.
In 40 minutes from your desk, discover:
Programme:
Speaker: Caroline Hayashi / Hayashi Consulting
Caroline Hayashi (Hayashi Consulting) has over 15 years’ experience in marketing management positions within leading luxury groups (LVMH, Richemont) in Japan, Germany and France. Building on her expertise in strategic brand management as well as extensive hands-on experience in implementing marketing strategies, she is now working as an independent business development and marketing consultant for Japanese and European SMEs.
Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre for Industrial Cooperation
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office
The EU-Japan Centre currently produces 5 newsletters :
Joint venture established in 1987 by the European Commission (DG GROW) and the Japanese Government (METI) for promoting all forms of industrial, trade and investment cooperation between the EU and Japan.
The EU-Japan Centre’s activities are subject to the allocation of a Grant Agreement by the European Commission for 2024-2026
