TOKYO: His social life severely curtailed by the coronavirus pandemic, Tadasu Masuda found himself embracing the opportunity to take what in Japan are known as"liver rest days" and try out a range of alcohol-free beer brands.
Main rival Kirin, which had a head start in the category, expects its sales volumes in the segment to jump 23 per cent this year after a 10 per cent rise in 2020 and recently revamped one of its main non-alcoholic beers. Various cans of alcohol-free beers, including those from Asahi, Kirin and Suntory, are displayed on a supermarket shelf in Tokyo, Japan, on Mar 9, 2021.
While non-alcoholic beer is estimated to account for just 1 per cent of overall beer sales worldwide, rapid growth is predicted. Its global market could grow to US$29 billion in 2026, up 65 per cent from 2019, according to a Global Market Insights forecast in January. To that end, they have been working on reducing artificial aromas and sweeteners used to simulate the flavours created through regular fermentation. Some have also adopted manufacturing methods that allow for a gentler removal of alcohol, thereby preserving the taste of beer.
It hits the market late this month, but the advertising campaign has begun in advance of sales - rare treatment for the niche category. Asahi plans to add more low and non-alcohol beer products this year and aims to triple its number of products in the segment by 2025.
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