Overview

• Beer’s share of beer-based beverage shipments rose to 55% in the first half of 2025, the strongest level since 2004.
• Total shipment volume fell about 4% year-on-year following April price increases and rising consumer cost-saving measures.
• Asahi introduced The Vitalist and Kirin launched Ichiban Shibori White Beer in April to win back drinkers ahead of tax changes.
• Canned chuhai and ready-to-drink cocktails grew 2–3% in sales as consumers sought lower-priced, diverse alternatives.
• Major brewers are prioritizing core beer offerings ahead of the October 2026 unification of all alcohol tax rates.