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Learn moreJun 2018
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RTDs recorded strong year-on-year growth throughout the review period, while many other alcoholic drink categories struggled. The trend towards ienomi remains strong amongst consumers looking to save money, and economy-priced RTDs fit busy modern lifestyles and preferences for cocooning – RTDs are mostly consumed with meals as shokuchu-shu.
In June 2017, an amendment was made to Japan’s liquor tax in an effort to restrain excess discounting at store-based retailers, leading to a significant rise in beer prices. The amendment enhanced the price advantage of RTDs and boosted consumer migration from economy beer.
Suntory Spirits Ltd strengthened its leading position in RTDs/high-strength premixes in 2017, raising its volume share to over 39%. The company’s core brand, -196C Strong Zero, which has an 8% ABV, is intended for more experienced drinkers and the taste is designed to match meals, with subtler, less intrusive fruit flavours, such as lemon and grapefruit.
Ranked third in RTDs/high-strength premixes in 2017, Asahi Breweries Ltd was the fastest-growing major player in RTDs/high-strength premixes during the year, thanks largely to the renewal of Asahi Mogitate, a high-alcohol RTD with juice made from fruit picked within 24 hours of production. The brand continued to appeal to both male and female consumers, while most high-alcohol RTDs are primarily consumed by male drinkers.
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Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes industry in Japan with research from Euromonitor's team of in-country analysts.
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The RTDs/High-Strength Premixes in Japan market research report includes:
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This industry report originates from Passport, our Alcoholic Drinks market research database.
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.