Japanese Beer Trends & Marketing

Here's an entertaining look at beer trends in Japan. A slide show about the production and consumption of beer (by brand, age, and more) up to 2010. On view are the market shares as well as the marketing strategies of the four major producers: Kirin, Asahi, Suntory, and Sapporo.

Some highlights:

- Tokyoites consumed the most beer -- 87.4 bottles (55.4 liters) -- per person
   in the nation.
- In 2008, Japan ranked 39th in the world for beer consumption
   (at  47.9 liters per person), way behind the world leader,
   the Czech Republic (149.9 liters)
- Everyday drinking increases with consistently with age, from 14.3% of
   people in their 20s to 53.4% of people in their 60s
- Market shares by producer:
1) Beer: Asahi 49.6%
              Kirin 27.3%
              Sapporo 15.4%
              Suntory 7.6%

2) Low-malt beer (happoshu):
              Kirin 61.2%
              Asahi 25.2%
              Suntory 9.4%
              Sapporo 4.3%

3) No-malt beer (daisan biiru):
              Kirin 42.8%
              Suntory 22.6%
              Asahi 20.1%
              Sapporo 14.6%

Marketing
Kirin sponsors the Japanese national soccer team and organizes the Kirin Cup (international soccer tournament).
Asahi attempts to connect with music fans though sponsoring concerts. Also sponsors the World Baseball Classic.
Suntory has its own classical music hall and uses top rock stars in its advertising. Also sponsors golf tournaments and has its own rugby team.
Sapporo uses a variety of famous athletes and celebrities in both television and Internet ad campaigns. Also sponsors the Hakone Ekiden (relay race).