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2025 Developments
Alcoholic drinks in Japan faced a challenging environment in 2025, with total volume sales declining by 3% as inflationary pressures and cautious consumer spending weighed on demand. Despite real GDP growth of 1%, consumers remained highly price-sensitive, contributing to increased market polarisation between value-oriented shoppers and those willing to pay for premium products and experiences. This dynamic is evident in the contrasting performance of categories such as beer, which recorded a sharp decline, and RTDs, which recorded the best volume performance and continued to generate value growth through innovation, premiumisation, and evolving consumption occasions. Leading manufacturers responded through product renewal, flavour innovation, and limited-edition launches, while supply chain disruptions, including the cyberattack on Asahi Breweries, highlighted the importance of operational resilience. Supermarkets and convenience stores remain the leading retail channels, adapting by expanding non-alcoholic assortments, offering exclusive products, and innovating formats to maintain consumer engagement. Looking ahead, success will depend on balancing affordability with premium value, accelerating health- and moderation-led innovation, strengthening supply chain resilience, and adapting to demographic change, evolving consumption habits, and upcoming fiscal reforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Japan?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Japan
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Consumers’ Cost-Saving Behaviour Slows Alcoholic Drinks Growth Amid Inflation
Rtds Lead Growth with Premium Innovation While Total Beer Volume of Beer Contracts
Market Polarisation Drives Both Value and Affordability Strategies in Alcoholic Drinks
Chart 2 Lawson Responds to Cautious Consumer Spending with Smaller Rtd Formats
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Chart 5 Analyst Insight for Alcoholic Drinks
Demographic Change, Premiumisation and Tax Reform Will Shape Japan's Alcoholic Drinks Market
Rtds Will Capture Growth Momentum While Beer Volume Contracts Amid Tax Shifts
Companies Will Leverage Tax Changes and Health Trends to Reshape Portfolios and Channels
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Suntory Spirits’ Retains Its Lead through Innovation and Portfolio Strength
Innovation and Supply Resilience Create Growth Opportunities in Japan’S Alcoholic Drinks Market
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Supermarkets and Convenience Stores Lead Physical Retail with Strategic Innovation
Retail E-Commerce Grows Cautiously, Driven by Niche Products and Younger Consumers
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink-Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Polarisation between Value and Premium Segments Fuels Product Innovation
Chart 10 Mass-Affordability Vs Premium Experiential Rtds
Shrinkflation and Pack-Size Innovation Drive Affordability
The Impact of Downsizing and Premiumization on Japan’S Alcoholic Drinks Market
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Japan
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Beer in Japan Declines as Tax Reform and Supply Chain Disruption Reshape Competition
Pan Pacific International and Kirin Brewery Drive Price Polarization and Premiumisation
Chart 18 Beer Is Seeing Increasing Price Polarisation
Players Expand Alcohol-Free Ranges to Capture New Drinking Occasions
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Chart 21 Analyst Insight for Beer
Beer Volumes in Japan Are Set to Decline Amid Tax Reform and Demographic Pressures
Non-Alcoholic Innovation Is Set to Capture Cost and Health-Conscious Consumers
Shifting Values Will Redefine Consumption and Business Models
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Market Concentration Persists as Kirin Gains Share Amid Asahi Disruption
Leading Players Thrive through Strong Brand Equity While Aeon Co Ltd Strengthens Its Private Label Position
Innovation Drives Segmentation and Supports Market Adaptation
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Supermarkets Lead with Broad Ranges While Convenience Stores Innovate to Boost Spend
Retail E-Commerce Maintains Limited Share as Physical Retail Dominates Beer Purchases
Chart 26 Suntory Announces Plans to Reposition Its New Genre Brand Kinmugi as Beer
Leading Brewers Adjust Products to Shifting Tax and Consumer Demands
Portfolio Diversification through Non-Alcoholic, Value, and Reformulated Beer Innovation
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in Japan
Key Data Insights
Cider/Perry Summary
Chart 33 Key Industry Trends for Cider/Perry
Cider/Perry Declines While Craft Producers and Premiumisation Offer Resilience
Moderation Trends and Low-Alcohol Demand Support the Appeal of Cider/Perry in Japan
Chart 34 Cider/Perry Attracts Consumers with Authentic, Low-Alcohol, Seasonal Offerings
Chart 35 Volume Sales 2020-2030
Chart 36 Volume Sales by Category 2025
Cider/Perry Is Set to Decline Amid Low Awareness and Limited Retail Support, While Craft Production Offers Niche Growth Potential
Flat Gdp Growth Will Limit Recovery as Health and Moderation Trends Persist
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Cider/Perry Becomes Increasingly Concentrated as Nikka Whisky Distilling Strengthens Its Leadership through Regional Sourcing
Chart 39 Company Shares 2025
Chart 40 Brand Shares 2025
Food/Drink/Tobacco Specialists Capture Demand with Focused Cider Ranges
Craft Producers Expand Online Sales as Retail E-Commerce Gains Traction
Chart 41 Economic Context for Cider/Perry
Chart 42 Real Gdp Growth 2020-2030
Chart 43 Inflation 2020-2030
Chart 44 Consumer Context for Cider/Perry
Chart 45 Population 2020-2030
Chart 46 Population by Generation 2025
Rtds in Japan
Key Data Insights
Rtds Summary
Chart 47 Key Industry Trends for Rtds
Rtds Value Growth Remains Resilient Despite Flat Volume, Inflationary Pressures, and Supply Disruptions
Chart 48 Health-Conscious Consumers Support the Popularity of Unsweetened Rtds
Spirit-Based Rtds Sustain Leadership through Innovation
Non Alcoholic Rtds Lead Growth as Moderation Trends Gain Momentum
Chart 49 Volume Sales 2020-2030
Chart 50 Volume Sales by Category 2025
Rtds Is Set for Value-Led Growth Supported by Affordability and Taxation
Spirit-Based Rtds Will Retain Its Position, While Moderation Reshapes Abv Preferences
Steady Growth for Non Alcoholic Rtds Will Be Driven by Health, Moderation, and Functional Innovation
Chart 51 Forecast Volume Sales 2020-2030
Chart 52 Forecast Volume Sales by Category 2025-2030
Rtds Becomes Increasingly Concentrated as Leading Players Strengthen Positions through Flavour-Led Strategies
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Supermarkets Lead Distribution While Convenience Stores Drive Channel Innovation and Price Polarisation
Limited E-Commerce Penetration Reflects Impulse-Led Purchasing and Preference for In-Store Discovery
Chart 55 Unsweetened Is a Key Selling Point in Non-Alcoholic Rtds
Suntory Spirits Drives Unsweetened Launches to Boost At-Home Drinking for Rtds
Non Alcoholic Lines Gain Ground as Health Shapes Demand
Chart 56 Economic Context for Rtds
Chart 57 Real Gdp Growth 2020-2030
Chart 58 Inflation 2020-2030
Chart 59 Consumer Context for Rtds
Chart 60 Population 2020-2030
Chart 61 Population by Generation 2025
Spirits in Japan
Key Data Insights
Spirits Summary
Chart 62 Key Industry Trends for Spirits
Spirits Contracts Amid Ageing Demographics, Rising Prices, and Weakening Household Consumption
Shochu Leads Spirits Volume While Tequila (And Mezcal) Deliver Growth through Premiumisation and Flavour Exploration
Chart 63 Players Focus on Lowering the Entry Price through Smaller Pack Sizes
Downsizing Accelerates as Ageing Demographics and Inflation Drive Shift From Bulk to Smaller, More Accessible Formats
Chart 64 Volume Sales 2020-2030
Chart 65 Volume Sales by Category 2025
Chart 66 Analyst Insight for Spirits
Ageing Demographics and Shifting Preference toward Lower-Alcohol Options Will Challenge Sales
Spirits Will Shift From Volume Decline to Value Growth through Premiumisation, and Tequila-Led Expansion
Premiumisation and Craft Innovation Will Drive Value-Led Competition in Spirits
Chart 67 Forecast Volume Sales 2020-2030
Chart 68 Forecast Volume Sales by Category 2025-2030
Spirits Shows a Top-Heavy Structure Led by Suntory Spirits Amid Rising Competition and Fragmentation
Suntory Spirits Ltd Strengthens Leadership through Portfolio Diversification and Experiential Brand Engagement
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Supermarkets Adapt Shelf Space as Sales of Large Pack Sizes Decline
Retail E-Commerce and Direct-To-Consumer Sites Expand Reach for Limited Editions
Pack Size Innovations Reshapes Schochu Accessibility and Consumer Reach
Chart 71 Hamada Shuzo Focuses on Premiumisation through Flavour Innovation
Flavour Innovation and Experiential Engagement Drive Premiumisation
Downsizing, Flavour Innovation and Premiumisation Reshape Spirits
Chart 72 Economic Context for Spirits
Chart 73 Real Gdp Growth 2020-2030
Chart 74 Inflation 2020-2030
Chart 75 Consumer Context for Spirits
Chart 76 Population 2020-2030
Chart 77 Population by Generation 2025
Wine in Japan
Key Data Insights
Wine Summary
Chart 78 Key Industry Trends for Wine
Total Volume Declines Amid Economic Pressures and Shifting Consumer Preferences
Non-Grape Wine Leads Volume While Non-Alcoholic Wine Grows Modestly Due to Shifting Consumption Habits
Chart 79 Players Introduce Smaller Pack Sizes to Align with Cost-Conscious and Moderation-Driven Consumption Trends
Players Launch Smaller Pack Sizes to Sustain Demand among Cost-Conscious Consumers
Chart 80 Volume Sales 2020-2030
Chart 81 Volume Sales by Category 2025
Chart 82 Analyst Insight for Wine
Volume Decline Will Be Driven by Weaker Social Drinking Occasions, and Contraction in Beaujolais Nouveau Sales
Sake’S Ageing Demographic Is Set to Drive a Decline as Younger Consumers of Legal Drinking Age Moderate
Players Will Invest in Non-Alcoholic Wine as Health Awareness Continues to Rise
Chart 83 Forecast Volume Sales 2020-2030
Chart 84 Forecast Volume Sales by Category 2025-2030
Rising Market Concentration Is Led by Suntory Spirits Ltd in 2025
Competitive Advantage through Innovation and Premiumisation
Chart 85 Company Shares 2025
Chart 86 Brand Shares 2025
Supermarkets Remain the Leading Wine Retail Channel While Adapting to Changing Consumer Preferences
Specialist E-Commerce and Social Media Direct Sales Attract Younger Consumers of Legal Drinking Age
Kiku-Masamune Launches Sake in Smaller Pack Sizes to Attract Cost-Conscious Consumers
Chart 87 Takara Shuzo Launches a Lower-Alcohol Alternative to Traditional Sake
Takara Shuzo and Sakeai Respond to Moderation Trends with Low-Alcohol and Craft Innovation
Declining Sake Volumes Drive Craft Innovation and Regulatory-Enabled Product Diversification
Chart 88 Economic Context for Wine
Chart 89 Real Gdp Growth 2020-2030
Chart 90 Inflation 2020-2030
Chart 91 Consumer Context for Wine
Chart 92 Population 2020-2030
Chart 93 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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