As tastes change, Japan’s beer brewers craft new ways to drive sales

By September 18, 2017Beer

Whether at rooftop beer gardens or at fireworks extravaganzas and wood-paneled craft breweries, Japanese seem to quaff an awful lot of beer in the summer.

But beer consumption has been tanking for five years straight in Japan, as the younger generation shies away from the obligatory after-work drinking that was a trademark of the dark-suited heroes of Japan Inc.

 Japan’s annual per capita beer consumption fell about 7 percent between 2010 and 2015, according to a study by major beer maker Kirin.

The outlook is for more of the same. It’s such an obvious trend that there’s a special phrase to describe it — biiru banare (“leaving beer”) — a gradual decline that hit after beer drinking peaked in about the mid-1990s.

Source: As tastes change, Japan’s beer brewers craft new ways to slake on | The Japan Times