E-Malt.com News article: Japan: Happoshu beer sales volume up 12% year-on-year in September

Sales figures for September released by Japan's four major beer makers on the 13th showed that overall happoshu sales volume rose 12% year-on-year. The increase was driven by last-minute demand ahead of the tax hike that took effect under the October liquor tax reform. Beer, which was subject to a tax reduction, had raised concerns about purchase holdback, but sales held firm with a 2% increase, Biggo Finance reported on October 13.

The liquor tax reform took effect on October 1, unifying the tax rate for beer-type beverages at a single rate per 350 milliliters. Beer received a tax cut of ¥9.1 (approximately $0.058), while happoshu and third-category beer saw tax increases of ¥7.26 (approximately $0.046). Third-category beer sales volume fell 5% year-on-year in September, reflecting front-loaded demand in anticipation of the tax rate being raised to nearly the same level as beer, followed by the subsequent pullback. Combined sales of beer, happoshu, and third-category beer rose 2% year-on-year.

Among the four major brewers' beer-type beverage sales results, Asahi Breweries, Ltd., which reports on a value basis, posted a 1% increase, while Kirin Brewery rose 3%. On a volume basis, Suntory fell 2% and Sapporo Breweries declined 1%. From October onward, beer sales are expected to grow following the tax reduction.

However, uncertainty remains over future sales trends. On the 7th, the Japan Fair Trade Commission conducted a compulsory investigation into the four major brewers on suspicion of violating the Antimonopoly Act by allegedly forming a price cartel over shipping prices for beer-type beverages.

The impact is already surfacing in some areas. Asahi Breweries canceled a promotional event for non-alcoholic beer that had been scheduled for the 8th. Although the summer peak demand season for beer has ended, the loss of promotional opportunities during this critical period for product awareness-building — coming immediately after the liquor tax reform — could cast a shadow over sales strategies. Attention is focused on how the Japan Fair Trade Commission's investigation, including the responses of other companies, will affect sales trends across the entire beer market.

The liquor tax reform also extends to "other sparkling alcoholic beverages" such as canned chuhai and sours. As these products face tax increases similar to happoshu and third-category beer, price revision movements are spreading across the non-beer alcoholic beverage market as well.

Happoshu and third-category beer were developed by each company as "beer-like alcoholic beverages" that competed against higher-taxed beer by reducing the malt usage ratio. With this reform unifying tax rates to nearly the same level as beer, the price gap between product categories has narrowed, marking a turning point that could change consumer purchasing behavior. Beer makers will now be forced to restructure their product portfolios going forward.


13 October, 2026