The liquor tax law will be revised for the second time in October 2023, and the tax rate for beer, low-malt beer, and new genres will finally be unified in 2026, so the alcoholic beverage market is attracting attention. Meanwhile, Asahi Breweries (Sumida-ku, Tokyo) has announced that it will increase the number of products with an alcohol content of 3.5% or less (including non-alcoholic products). The company has set a goal of increasing its sales volume composition to 20% by 2025, more than three times the 2019 level, increasing it to approximately 9% in 2022 and approximately 10% in 2023.
The company advocates “smart drinking” (diversity of drinking methods). We aim to create a society where both drinkers and non-drinkers can respect each other, and we have also released Asahi Super Dry His Dry Crystal” (hereinafter referred to asDry Crystal”) with an alcohol content of 3.5% in October 2013. This is one of those efforts.
Sales of Dry Crystal seem to be growing rapidly, with 1.39 million boxes (*) sold in about three months since its release. We asked Kenji Tamate, deputy general manager of the Beer Marketing Department of the company’s marketing headquarters, about the factors that made it a hit and the company’s future sales strategy.
Source: IT business
https://www.itmedia.co.jp/business/articles/2402/22/news018.html
