As younger consumers increasingly turn away from alcoholic drinks, major Japanese brewers are expanding their lineups of nonalcoholic beverages and products with low alcohol content.The companies believe that many young people still want to enjoy the lively atmosphere of drinking parties while avoiding or limiting alcohol consumption. Through collaborations with universities and other partners, they are exploring new ways to offer drinks that are satisfying without the effects of intoxication.According to a 2024 survey conducted by the health ministry, the proportion of respondents in their 20s who said they “do not drink” alcohol reached 37.2%, up 6.7 percentage points from 10 years earlier.

Against a backdrop of growing health consciousness and other factors, an increasing number of young people are distancing themselves from habitual drinking.