How shifting consumer tastes are reshaping the alcohol market in Japan – Market Intel

Japan’s alcohol market is shifting as younger consumers embrace RTDs, no/low-alcohol options and premium spirits, while traditional beer and high-strength shochu face declining demandMajor producers such as Asahi and Suntory are investing in innovation, with RTDs and Japanese gin experiencing rapid growth driven by evolving tastes and convenient at-home consumptionDespite whisky’s global success, rising costs and moderation trends are slowing domestic growth, although the whisky highball and boutique distilleries continue to energise the alcohol categoryJapan’s alcohol market is undergoi