Compared to 2014, the overall purchase volume of alcoholic beverages in 2023 decreased by 14%.
Despite this general decline, certain types of drinks have shown remarkable growth.
Highballs, for instance, have seen a massive increase of 214%, more than tripling their sales. Chu-Hi (shochu highballs) rose by 69%, and whiskey increased by 11%.
For Chu-Hi, there has been a notable increase in the purchase of non-sweet, lemon-based varieties.
Highballs, which are also not sweet, have become more popular to drink with meals. The growth in whiskey sales is partly attributed to the increased demand for highballs mixed with carbonated water.
On the other hand, beer, sake, and shochu have experienced a decline of about 30-40%, particularly among younger consumers.
This trend suggests a shift away from alcohol among the youth, driven by a diversification of entertainment options and a rise in health consciousness.
It appears that young people are becoming more selective about the types of alcohol they consume.
#japan #trend #consumption #alcohol #drink
(データインサイト) アルコールの購入量、10年で明暗:日本経済新聞
https://lnkd.in/gHaJh-bT