In order to revitalize the shrinking domestic beer market, major manufacturers are trying to capture the diverse tastes of consumers by developing new products that can be mixed with carbonated beverages and enhancing the lineup of craft beers with unique tastes. is spreading.
Of these, Suntory has developed a new type of beer that you can drink by diluting it to your preferred strength, and will release it after October.
The price is higher than regular beer, but the alcohol content is 16%, which is almost three times as much, and it is supposed to be drunk by breaking it with carbonated water or putting ice on the rocks.
Kirin Brewery will also strengthen its home product line with craft beers with unique flavors.
Starting this month, we will introduce a new product with a higher proportion of wheat malt that can reduce bitterness so that even people who do not like beer can easily drink it.
Going forward, our strategy is to increase the product lineup and increase the share of craft beer in the beer-based beverage market to more than double the current rate to more than 4% in five years.
Isami Sato, General Manager of the Business Creation Department, said, "We want to revitalize the market by increasing the options for how to enjoy beer."
The domestic beer market continues to shrink due to the declining population and the diversification of consumer tastes, but manufacturers are trying to stop the so-called "movement away from beer" by introducing new products.