As Japan moves deeper into the 21st century, its historically rich tradition of alcohol consumption is experiencing a cultural shift. Once seen as a cornerstone of social and professional life, drinking rituals in Japan are evolving amidst changing societal norms, economic pressures, and growing health concerns. A recent report by Canvas8, authored by Jelou Galang, highlights how brands have a unique opportunity to engage with consumers in new, innovative ways.
A Changing Relationship with Alcohol
For decades, drinking in Japan has played a pivotal role in both personal and professional settings. Celebrated filmmaker Yasujirō Ozu often captured this spirit in his films, portraying alcohol as a bridge for connection and reflection. However, according to the National Tax Agency (NTA), alcohol consumption in Japan has plummeted from 100 litres per person annually in 1995 to just 75 litres by 2020. This sharp decline reflects a larger shift in attitudes, particularly among younger generations, and is echoed by liquor tax revenues falling by $813 million in 2020—the largest drop in three decades.
Asahi Group Holdings’ CEO, Atsushi Katsuki, notes, “We have realised that younger people are increasingly choosing not to drink as much alcohol.” Health guidelines warning of the risks associated with even moderate alcohol consumption have further driven this reevaluation, ushering in a new era for Japan’s drinking habits.
Work Culture and the Decline of ‘Nomikai’
In Japan, work and drinking culture have long been intertwined. The tradition of ‘nomikai’—drinking with colleagues—was once an essential part of career building. However, the pandemic and the rise of flexible work environments have dramatically altered these rituals. Monica Samuels, Vice President of Sake and Spirits at Vine Connections, shares, “The culture of drinking with coworkers and clients felt inescapable to many Japanese people before the pandemic.” Now, younger workers are prioritising work-life balance over after-hours socialising, signalling a shift away from this practice.
Sake sommelier Kylie Clark elaborates, “Spending time with colleagues outside the office—drinking, eating, or even singing karaoke—was crucial for relationship-building. Junior team members were often expected to serve their seniors at these gatherings.” The pandemic and changing career models are making such events less common, further contributing to the decline in alcohol sales.
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Rise of the ‘Sober-Curious’ Movement
A significant factor reshaping Japan’s alcohol market is the rise of the ‘sober-curious’ movement. Health-conscious consumers are increasingly turning to non-alcoholic or low-alcohol alternatives. This trend has led to the development of innovative products like Dry Crystal and alcohol-free beers from major brands such as Kirin and Asahi. These new offerings cater to a growing demand for beverages that align with health-conscious lifestyles, while still offering the taste and experience of traditional drinks.
Tracey Delaney, founding member and advisor for The Sparkling Sake Brewery, explains, “The RTD (ready-to-drink) sector is growing, particularly chūhai, a canned cocktail that offers flexibility in alcohol content to suit consumer preferences.”
Sake’s Global Rise
While domestic sake consumption has declined, sake’s popularity abroad is surging. Export volumes have risen from 14 million litres in 2012 to nearly 36 million litres in 2022. This growth is being driven by premium dining experiences globally, with sake being embraced in international markets. Furthermore, women are increasingly becoming involved in the sake industry, both as brewers and bar owners, expanding the beverage’s appeal and fostering greater innovation, such as sparkling sake and dessert varieties.
Opportunities for Brands
Brands looking to capitalise on this evolving landscape should focus on creating communal and interactive experiences that resonate with today’s consumers. Lucia Vancura, Director of Global Markets at Meros Consulting, notes, “People’s shifting booze choices are affected by how drinking is no longer the centre of socialisation.” Creative solutions such as gamified marketing and modern sake festivals are reshaping how consumers engage with alcohol.
Additionally, brands can tap into Japan’s deep-rooted culinary culture by promoting sake as a versatile beverage that pairs well with a variety of foods. As more women join the sake market, creating inclusive, safe spaces for them to enjoy these experiences will further drive growth.
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