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In fiscal year 2023, around *** million kiloliters of beer were produced in Japan, signifying the recovery of the industry to a similar level as in 2019. Beer and beer-like beverages ("happoshu") are staple products within the alcoholic beverages market in Japan. Among emerging markets, craft beers of microbreweries were gaining in popularity, with over *** businesses producing their own brews. However, legal regulations were expected to hamper the craft brews.

Who is the market leader?

The beer market in Japan is dominated by the four major holding companies, Asahi, Suntory, Kirin and Sapporo, with alcoholic beverages making up an integral part of their domestic operations. Beer accounted for over half of the sales revenue generated by Asahi Group Holdings’ alcoholic beverage segment, while beer-like beverages grew to become a major supplementary revenue source.

Beer and the Japanese drinking culture

Beer has become a major part of the Japanese drinking culture and was the most popular alcoholic beverage for drinking at home. The popularity of the brewed beverage has been boosting sales at drinking establishments in recent years, with revenues of Japanese bars ("izakayas") and beer halls relying on the staple drink to maintain their sales performance.