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Tuesday, 18th January 2011
In Business In Japan,

Beer sales fall in Japan

There has been a decline in beer shipments in Japan as demand amongst consumers continues to fall.

In 2010, the total shipments of beer and beer-like beverages decline for the sixth year and to its lowest level since 1992 when records for the sector were first produced.

Overall, shipments of beer declined by 3.6 per cent and law-malt beer demand dropped by 17.7 per cent in the 12 month period. However, demand for cheaper beer-like drinks increased by 8.7 per cent over the year.

AFP reports that the leading supplier Asahi Brewers has a market share of 37.5 per cent followed by main rival Kirin Brewery which holds a 36.7 per cent of the industry.

Experts believe that the fall in beer consumption is due the growing popularity of alternative non-alcoholic beverages as well as the increasing ageing population of Japan who are not traditional beer drinkers.

Asahi Brewers produced the first canned beer drink for the Japanese market in 1958.

Written by Mark Smith

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