Japan Beer Market Overview, 2028

The brewing tradition in Japan began in the late 1800s when the country opened its doors to international trade. The first brewery, the Spring Valley Brewery, was established in 1869 by a German-born brewer, and it marked the beginning of the Japanese beer industry. Since then, several breweries emerged, introducing new brewing techniques and expanding the market. The Japanese beer market is characterized by a diverse range of domestic and international beer brands. Major domestic players include Asahi Breweries, Kirin Brewery, Suntory Beer, and Sapporo Breweries, which dominate the market. These companies produce a variety of beer styles, including lagers, ales, stouts, and craft beers. Additionally, international brands such as Heineken, Budweiser, and Guinness have gained popularity and hold a significant market share. Japan has witnessed a growing craft beer industry, mirroring a global trend. Craft breweries focus on producing small batches of high-quality beer with unique flavors and styles. This segment has gained popularity among beer enthusiasts who appreciate the creativity and attention to detail offered by craft brewers. Craft beer festivals and specialty beer bars have contributed to the expansion of this market segment.

According to the research report “Japan Beer Market Overview, 2028," published by Bonafide Research, The Japan Beer Market is projected to reach market size of more than USD 26.48 Billion by 2028. In Japan, it is common for people to pour beer for others rather than themselves. This act of pouring beer for friends, colleagues, or even strangers is seen as a sign of camaraderie and respect. During the summer months, many rooftop beer gardens pop up across Japan. These open-air venues offer an all-you-can-drink experience, where customers can enjoy unlimited beer and delicious food while taking in the city views. Japan is known for its abundance of vending machines, and beer is no exception. In some areas, you can find vending machines that dispense cold beer cans 24/7, allowing customers to purchase beer conveniently. The arrival of cherry blossoms (sakura) in spring is celebrated with hanami, a tradition of viewing and picnicking under the blooming cherry trees. Many people indulge in beer while enjoying the picturesque scenery during this time. Baseball is one of the most popular sports in Japan, and beer is an essential part of the game. Fans often enjoy a cold beer while cheering for their favorite teams at baseball stadiums across the country. In Japan, it is customary to ring in the New Year with a glass of beer. Many households celebrate the arrival of the new year by toasting with beer at midnight. Also, Onsen, traditional Japanese hot springs, are a popular relaxation spot. Some onsen resorts feature "beer baths," where visitors can soak in hot tubs filled with beer-infused water believed to have rejuvenating effects on the skin. Japan hosts numerous beer festivals throughout the year, showcasing a wide range of domestic and international brews. These festivals attract both beer enthusiasts and tourists who can sample different flavors and styles of beer in a festive atmosphere. Additionally, Train stations in Japan often have "beer corners" or kiosks that sell beer for commuters to enjoy during their journey. This reflects the convenience and cultural acceptance of consuming beer in public spaces. Japanese breweries are known for their innovative approaches to beer production. They have introduced unique flavors such as cherry blossom, yuzu, green tea, and even savory beer varieties like seaweed or soy sauce, catering to diverse consumer tastes.

Lager is the most popular beer style in Japan. It is characterized by its light color, crisp taste, and clean finish. Japanese lagers are often brewed using rice as an adjunct, resulting in a lighter and smoother profile. Pilsner is a type of pale lager that originated in the Czech Republic. Japanese breweries also produce their versions of pilsners, which typically have a light to medium body, a golden color, and a balanced blend of malt sweetness and hop bitterness. Also, Ales are top-fermented beers that offer a wide range of flavors and aromas. In Japan, you can find various ale styles, including pale ales, India pale ales (IPAs), amber ales, and brown ales. Ales tend to have a fuller body and a more pronounced hop bitterness compared to lagers. In addition, Stouts are dark, rich, and full-bodied beers known for their roasted malt flavors and creamy texture. In Japan, you can find both traditional dry stouts and variations like sweet stouts or milk stouts that have added sweetness from lactose. Wheat beers, often called "weizens," are brewed with a significant proportion of wheat alongside malted barley. They are known for their hazy appearance, light to medium body, and flavors of banana and clove imparted by special yeast strains. Wheat beers are particularly popular during the summer months. Japan has seen a significant rise in the craft beer movement, leading to a wide variety of artisanal brews. Craft beers encompass a range of styles, including IPAs, stouts, porters, sour beers, and experimental creations. These beers often emphasize unique flavors, locally sourced ingredients, and small-batch production. While the traditional lagers still dominate the Japanese beer market, there has been a noticeable shift in consumer preferences towards more diverse and premium offerings. Younger consumers, in particular, are increasingly interested in exploring craft beers, flavored beers, and imported brands. This changing landscape has led to an expansion of beer styles and a more vibrant market. The beer market in Japan faces certain challenges, such as an aging population and the rise of alternative alcoholic beverages like wine and spirits. The beer market in Japan is a dynamic and evolving industry with a rich brewing tradition. It encompasses a wide range of domestic and international brands, including craft beers, and is shaped by changing consumer preferences and government regulations. Despite challenges, the market continues to thrive, making Japan a fascinating and vibrant destination for beer enthusiasts and industry players alike.

Considered in this report:
• Geography: Japan
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report:
• Japan Beer Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation



By Product type:
• Lager
• Ale
• Stout & Porter
• Malt
• Others (pilsner, hard seltzer, kegs, porter)

By Category:
• Standard Beer
• Premium Beer

By Packaging:
• Bottle
• Cann

By Production:
• Macro Brewery
• Micro Brewery
• Craft Brewery

By Beverages Type:
• Alcoholic
• Non- Alcoholic

By Distribution Channel:
• On trade
• Off trade

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us. we have started verifying the details obtained from secondary sources.

Intended audience:
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to beer industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.