Why Young People in Japan Are Saying “No Thanks” to Beer

As someone who has lived in Japan for over 46 years and observed changing drinking habits across generations, I’ve seen firsthand how young people’s attitudes toward beer have shifted over time.

— 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 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.

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1. Young Japanese Are Drinking Less Alcohol Overall

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 reflects a broader lifestyle shift.

Recent industry 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 driving this change:

• A stronger focus on health and wellness
• Fewer drinking parties among students and young professionals
• Digital entertainment (games, YouTube, streaming) replacing alcohol-centered socializing
• A growing belief that “you don’t need alcohol to have fun”

In short, drinking is no longer as central to social life as it once was.

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2. Beer in Japan Is Surprisingly Expensive

Beer in Japan is not a cheap drink.

A typical 350ml can costs 150–200 yen, which equals roughly:

• $0.97–$1.29 USD (Exchange rate: 1 USD ≈ 155 JPY, as of Nov 14, 2025)

One major reason for this is taxation.

Japan’s liquor tax system has traditionally placed heavier taxes on beer than on other alcoholic beverages.

Although reforms are slowly reducing the gap, beer is still widely perceived as a premium-priced option.

For price-sensitive young people, this makes beer a less attractive choice.

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3. A Personal Perspective from Everyday Life in Japan

From daily life in Japan, this shift is easy to notice.

In the past, beer was almost automatically the first drink people ordered at social gatherings.

Today, especially among younger people, beer is often not the first choice — or not ordered at all.

Many people prefer sweet fruit-flavored drinks, highballs, or non-alcoholic options.

Some simply say they do not drink alcohol, and that choice is widely accepted.

Beer is often seen as more expensive, bitter, and heavier compared to newer, lighter alternatives.

One major difference from the past is that there is no longer social pressure to drink.

Choosing not to drink is now considered completely normal.

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4. Sweet, Juice-Like Alcoholic Drinks Are Taking Over

Walk into any Japanese convenience store and one thing becomes obvious:

rows of colorful, fruity alcoholic drinks.

Popular flavors include:

• Lemon
• Peach
• Grape
• Orange
• Apple

These ready-to-drink beverages are popular because they:

• Taste closer to juice than alcohol
• Have very little bitterness
• Are easy for beginners to drink
• Are often cheaper than beer

For many young people, a sweet, refreshing drink is far more appealing than a bitter beer.

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5. This Is Not Just a Youth Trend

While young people are leading the shift, beer consumption is declining across all age groups in Japan.

Nationwide statistics show year-by-year decreases in beer sales, indicating a broader cultural change rather than a generational conflict.

This is not “young people versus beer.”

It is a nationwide change in drinking habits.

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6. A Global Movement, Not Just Japan

Japan is not alone.

Across the United States and Europe, younger generations are:

• Drinking less alcohol overall
• Choosing lighter options
• Preferring cocktails, hard seltzers, or low-alcohol beverages

Japan fits neatly into this global pattern.

However, higher beer prices and the wide availability of affordable sweet drinks make the trend especially visible.

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7. What Does the Future Hold?

The declining interest in beer does not mean beer is disappearing.

Instead, breweries are adapting by developing:

• Lighter-tasting beers
• Low-alcohol and alcohol-free options
• More affordable products
• Less bitter flavor profiles

The meaning of “Kanpai” is changing — and becoming more flexible.

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In Summary

Here is the big picture:

• Young people in Japan drink less alcohol overall
• Beer is relatively expensive compared to other options
• Sweet, fruit-flavored drinks are affordable and popular
• Beer consumption is declining across all age groups
• Similar trends are happening worldwide

Japan’s drinking culture is not disappearing.

It is evolving.

For visitors, this shift may feel surprising, but it also shows how relaxed and choice-driven modern Japanese social life has become.