— Latest update: March 2022 —
The Japanese liquor market is one of the largest in the world with an estimated annual sale of 3,5 trillion yen and growing consumption in several categories. Nevertheless, foreign liquor imports in 2020, accounted only for the 9% total of the Japanese liquor market with a value of 256 billion yen (according to Japan Customs).
Alcohol in Japan is influenced by a number of social and economic factors. One factor is the resurgence in popularity of traditional alcohol and another is the fact that Japan is characterised by geographical differences in the type of beverages consumed.
What are the key domestic players and the latest trends in the dynamic Japanese beer market? What are the opportunities for innovative or traditional EU craft-style beer manufacturers?
This website and related activities are managed by the EU-Japan Centre for Industrial Cooperation, a joint venture between the European Commission's Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs (DG GROW) and the Japanese Government's Ministry of Economy, Trade & Industry (METI).
Hundreds of web pages with up-to-date information on Japan, more than 400 market reports and recorded webinars available as well as a lot of detailed information on Japanese business culture.