Japan liquor businesses turn to non-alcoholic drinks to attract Gen Z

Japan liquor businesses turn to non-alcoholic drinks to attract Gen Z | The Asahi Shimbun: Breaking News, Japan News and Analysis

Bucking the age-old stereotype of hard-drinking college students, Manaka Okamoto considers the next day’s schedule before cracking open an alcoholic beverage.

Japan liquor businesses turn to nonalcoholic drinks to attract Gen Z

The global market value for low- and nonalcoholic drinks rose to just under $10 billion in 2021 from $7.8 billion in 2018.

Japan liquor businesses turn to non-alcoholic drinks to attract Gen Z

By Irene Wang and Tom Bateman TOKYO - Bucking the age-old stereotype of hard-drinking college students, Manaka Okamoto considers the next day's schedule before cracking open an alcoholic beverage. "If I have to get up early, and I think 'Oh, I should hold off on drinking,' then I go for a non-alcohol drink to get a sense of alcohol when I'm drinking alone," Okamoto, 22, said at a Tokyo

Japan liquor businesses turn to non-alcoholic drinks to attract Gen Z

TOKYO -- Bucking the age-old stereotype of hard-drinking college students, Manaka Okamoto considers the next day's schedule before cracking open an alcoholic beverage. Read More

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