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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Japan

May 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

COVID-19 had a catastrophic impact on the on-trade alcoholic drinks market in Japan throughout 2020. Although the Japanese Government did not impose lockdowns, the first state of emergency, which applied nationwide, was announced from April to May 2020, with the government requesting that foodservice channels limit opening hours and asking people to stay home as much as possible.

COVID-19 country impact

Due to the outbreak of COVID-19, a state of emergency was imposed in seven major Japanese prefectures from 6 April 2020, and all 47 prefectures from 16 April. People were encouraged to stay home, avoid group events, avoid stockpiling and to wash their hands frequently, with no penalties or mandatory requirements.

Company response

With a shortage of alcohol sterilisation products, various alcoholic drinks players, including Suntory and local sake/shochu brewers, decided to manufacture such products at the beginning of the pandemic in 2020. Because of this, some manufacturers were unable to produce their alcoholic drinks products at full capacity, undermining their sales.

Retailing shift

E-commerce expanded strongly across a wide range of product areas, within alcoholic drinks and beyond, during the COVID-19 crisis as it benefited from restrictions on the operations of physical stores, consumer concerns about viral transmission through social contact and the increase in consumers’ digital engagement as they turned to online resources for a wide range of purposes, including socialising, work, study and entertainment, as well as shopping. The growth of online retailing was also supported by the increased commitment of manufacturers and retailers as they looked to maintain contact with consumers and compensate for the loss of sales through brick-and-mortar retailing and foodservice.

On-trade vs off-trade split

The COVID-19 crisis led to a marked shift in alcoholic drinks sales from on-trade to off-trade channels as consumers moved to drinking at home due to restrictions on the operations of brick-and-mortar stores and concerns about exposure to the SARS-CoV-2 virus in public settings. The rise in drinking at home, in turn, led to a diversification of demand.

What next for alcoholic drinks?

The on-trade alcoholic drinks market is expected to continue to struggle in 2021, with Japan having experienced the onset of a third wave of infections in November 2020 that continued into 2021. A state of emergency was announced applying to 11 prefectures in January 2021, which requested that foodservice outlets reduce their opening hours to close at 8 pm, and asking people to stay home and work remotely as much as possible.

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Overview

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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Japan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Japan, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Japan for free:

The Alcoholic Drinks in Japan market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in Japan?
What are the major brands in Japan?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in Japan

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits on-trade hard and dilutes impact of tax reform

Kirin introduces carb-free beer

Asahi keeps its nose in front

RECOVERY AND OPPORTUNITIES

Constraints on recovery

Growing focus on new product development

Growing influence of health and wellness trend

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2020
Table 18 Number of Breweries 2014-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020
Table 20 Sales of Beer by Category: Total Value 2015-2020
Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 27 Sales of Beer by Craft vs Standard 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Japan

KEY DATA FINDINGS

2020 IMPACT

Volumes fall sharply, with premium products hit by on-trade disruptions

Sake sales fall

Suntory Wine International extends lead in fragmented category

RECOVERY AND OPPORTUNITIES

Producers need to address wine’s image

Mercian targets young adults with sparkling and organic products

Suntory promotes “wine sour” with new products

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 62 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 63 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Japan

KEY DATA FINDINGS

2020 IMPACT

Compatibility with home drinking key to success in 2020

Shochu sees home drinking lead to shift in packaging preferences

Players responding to shortage in whisky supply

RECOVERY AND OPPORTUNITIES

Focus on off-trade development

New standards for Japanese whisky

Gin to see expanding consumer base

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 66 Sales of Spirits by Category: Total Volume 2015-2020
Table 67 Sales of Spirits by Category: Total Value 2015-2020
Table 68 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 69 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 75 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 77 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 78 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 80 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 81 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 82 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 83 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 84 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Japan

KEY DATA FINDINGS

2020 IMPACT

Cider/perry continues to grow its consumer base

Category benefits from versatility

Mercian Corp continues to gain ground on leader

RECOVERY AND OPPORTUNITIES

Positive outlook as consumers continue to drink at home

Compatibility with prevailing trends

Potential for development of craft approach to cider

CATEGORY DATA

Table 87 Sales of Cider/Perry: Total Volume 2015-2020
Table 88 Sales of Cider/Perry: Total Value 2015-2020
Table 89 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 90 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 98 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 99 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in Japan

KEY DATA FINDINGS

2020 IMPACT

Strong off-trade presence supports dynamic growth during the COVID-19 crisis

RTDS benefits from shift to drinking with meals at home

Suntory Spirits retains lead as it provides foodservice-style experience

RECOVERY AND OPPORTUNITIES

RTDs’ compatibility with eating at home and affordability to drive growth

Further diversification of the offer

Shift to bulk buying

CATEGORY DATA

Table 102 Sales of RTDs by Category: Total Volume 2015-2020
Table 103 Sales of RTDs by Category: Total Value 2015-2020
Table 104 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 105 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 110 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 111 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 112 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 113 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 114 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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Megatrends

Country Report

Alcoholic Drinks in Japan

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in Japan

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

Beer in Japan

KEY DATA FINDINGS

2020 IMPACT

COVID-19 hits on-trade hard and dilutes impact of tax reform

Kirin introduces carb-free beer

Asahi keeps its nose in front

RECOVERY AND OPPORTUNITIES

Constraints on recovery

Growing focus on new product development

Growing influence of health and wellness trend

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in Japan

KEY DATA FINDINGS

2020 IMPACT

Volumes fall sharply, with premium products hit by on-trade disruptions

Sake sales fall

Suntory Wine International extends lead in fragmented category

RECOVERY AND OPPORTUNITIES

Producers need to address wine’s image

Mercian targets young adults with sparkling and organic products

Suntory promotes “wine sour” with new products

CATEGORY DATA

Spirits in Japan

KEY DATA FINDINGS

2020 IMPACT

Compatibility with home drinking key to success in 2020

Shochu sees home drinking lead to shift in packaging preferences

Players responding to shortage in whisky supply

RECOVERY AND OPPORTUNITIES

Focus on off-trade development

New standards for Japanese whisky

Gin to see expanding consumer base

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Cider/Perry in Japan

KEY DATA FINDINGS

2020 IMPACT

Cider/perry continues to grow its consumer base