— A light-hearted look at Japan’s shifting drinking habits
Beer has long been the classic “Kanpai!” drink in Japan. For decades, whether at an izakaya, a barbecue, or an office party, beer was the default choice for that first celebratory sip.
But things are changing — especially among young people. Today, Japan is experiencing what many call a “beer離れ (beer-banare),” or a steady move away from beer, and the trend is becoming increasingly noticeable.
So… why is this happening? Let’s break it down in a fun, friendly way.
1. Young Japanese Are Drinking Less Alcohol in General
Surveys show that around 60% of Japanese people in their 20s say they rarely or never drink alcohol. This isn’t just about beer — it’s part of a broader lifestyle shift.
Recent reports also show consistent declines in beer shipments, including a 9% year-on-year drop in August and five consecutive months of negative growth.
Several factors are behind this decline:
- A growing focus on health and wellness
- Fewer drinking parties among students and young professionals
- The rise of digital entertainment (games, YouTube, streaming) as low-cost alternatives
- A cultural shift toward moderation — “I don’t need alcohol to have fun”
In short: drinking simply isn’t central to social life the way it used to be.
2. Beer in Japan Is Surprisingly Expensive
Beer in Japan isn’t a cheap drink. A typical 350ml can costs ¥150–¥200, which is roughly:
- $0.97–$1.29 USD
(using an exchange rate of 1 USD ≒ ¥155, as of Nov 14, 2025)
One reason for the higher price? Taxes.
Japan’s liquor tax system historically placed heavier taxes on beer compared with other alcoholic beverages. While tax reforms are gradually reducing the gap, beer is still perceived as the “premium-priced” option.
For price-sensitive young people, that makes beer a tougher choice.
3. Sweet, Juice-Like Alcoholic Drinks Are Winning the Popularity Contest
If you walk into a Japanese convenience store, you’ll notice something:
rows and rows of colorful, fruity alcoholic drinks — peach, lemon, grape, orange, apple… you name it.
These canned beverages (often called chuhai or ready-to-drink cocktails):
- Taste like juice
- Have lower bitterness
- Are easier to drink for beginners
- Are often half the price of beer
For someone trying alcohol for the first time, a bitter beer doesn’t stand much chance against a sweet lemon soda-type drink. And once people get used to these flavors, they tend to stick with them.
No surprise: sales of these fruit-flavored alcoholic drinks are booming among young adults.
4. It’s Not Just Young People — Japan as a Whole Is Moving Away from Beer
While young people lead the trend, beer consumption is falling across all age groups in Japan.
Recent nationwide stats show that beer consumption has been declining year after year.
So the phenomenon isn’t just “Gen Z vs. beer.”
It’s more of a nationwide cultural shift in how people enjoy alcohol.
5. A Global Trend, Not a Japan-Only Story
Interestingly, Japan isn’t alone. Across the U.S. and Europe, younger generations are:
- Drinking less
- Choosing lighter alcohol options
- Picking cocktails, hard seltzers, or low-alcohol beverages over beer
Japan fits right into this global movement.
But factors like higher beer taxes, affordable sweet drinks, and price-sensitive drinking habits make the trend particularly strong in Japan.
6. So What Does the Future Look Like?
Japan’s beer離れ doesn’t necessarily spell doom for beer — but it does signal a changing market. To attract younger drinkers, Japanese breweries are experimenting with:
- Lighter-tasting beers
- Lower-alcohol or zero-alcohol options
- More affordable craft-style products
- Flavored beers with less bitterness
The next generation of “Kanpai!” might look very different from the past.
In Summary
Here’s the big picture:
- Young people in Japan are drinking less overall
- Beer is relatively expensive (¥150–¥200 per can ≒ $0.97–$1.29)
- Sweet, fruity alcoholic drinks are affordable and extremely popular
- Beer consumption is declining across all ages
- Similar trends are happening worldwide
Japan’s drinking culture isn’t disappearing — it’s just evolving. And as tastes shift, the definition of “cheers” is expanding right along with it.