Recently, there has been talk of young people turning away from alcohol, but some figures suggest that the future of the alcohol industry may actually be brighter than expected. According to a survey by the IMARC Group, Japan's alcoholic beverage market is expected to reach 12 billion liters in 2024, expanding to 16.2 billion liters by 2033. The average annual growth rate is 3.23%.
Behind this growth is a shift from the era of "just getting drunk" to a focus on flavor, individuality, and drinking styles that suit the occasion. Low-alcohol and non-alcoholic drinks are also gaining attention, and there is a growing movement to attract people who prioritize "experience," "taste," and "healthiness" over quantity.
In other words, while it's true that drinking trends are changing among younger generations, that doesn't necessarily mean the end of alcohol culture. Rather, if manufacturers can offer new value, there's plenty of room to recapture consumption. Craft beers, seasonal specials, limited-edition flavors, canned bar-style products, and expanded distribution channels—these kinds of changes may set the next standard.
So, even if you're worried about young people turning away from alcohol, you can have high hopes for the future of alcohol manufacturers. Those who can accept change and evolve seem to have a bright future.
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