Sapporo Beer’s New Strategy: No High-Alcohol Chu-Hi in Upcoming Releases, Aligning with Health-Conscious Trends

The trend of health consciousness regarding alcohol, the desire to drive after a meal, and the preference for staying sober for activities like studying or reading continues, leading to a rise in the popularity of non-alcoholic and low-alcohol choices.

Sapporo Beer has announced its policy not to release new canned chu-hi (shochu highball) beverages with an alcohol content exceeding 8%. This decision reflects the company’s commitment to avoiding products with higher alcohol content, commonly known as “strong” chu-hi, which has gained popularity for its affordability and quick intoxication. Experts have raised concerns about the potential for dependency on such high-alcohol beverages. Sapporo mentioned that this adjustment in product strategy aligns with the growing health-consciousness among consumers.

As of now, Sapporo Beer will refrain from introducing any new chu-hi products with an alcohol content of 8% or higher, with the exception of the existing product “Sapporo Super Umeshu Sour,” which has an alcohol content of 9%. The company is considering the continued availability of this particular product.

This move aligns with a broader industry trend, as even Asahi Beer has expressed its intention to limit all future canned chu-hi products to below 8% alcohol content. Sapporo Beer and other beverage companies are reevaluating their product portfolios and compositions to address changing consumer preferences and societal health considerations.

Source: Nikkei Feb 9,2024