Innovation for MZ, Fruit-Infused Dessert Liqueur

According to Mari Araki, Director of the Hot Pepper Gourmet Dining Research Institute, the behavior patterns of Japanese youth towards after-parties can be divided into two categories. One involves abstaining from alcohol and going to dessert shops or non-alcoholic eateries with close friends, while the other generally avoids after-parties altogether and only participates if there’s a perceived experiential value.  These shifts stem from young people prioritizing their time and cost-effectiveness.

UMENOYADO, located in Katsuragi City, Nara Prefecture, presents its liqueur series “PARLOR Aragoshi – Grown-up’s Late Night Cravings.”

Inspired by the fruity sweetness of desserts, this series offers flavors reminiscent of Japanese sweets. Experience the sweetness of Hokkaido red beans combined with the tartness and flavor of “Amaou” strawberry juice in the Strawberry Daifuku flavor, as well as the flavors of Apple Pie and Pineapple Cake. With an alcohol content of 3%, these liqueurs are available for purchase on their official website. A set of three 300ml bottles is priced at 5,940 yen.

For many young people, drinking alcohol is expensive, potentially harmful to health, and carries a risk of making mistakes. Moreover, it can affect their behavior after drinking, making it a less appealing pastime. As a result, many opt to moderate their alcohol consumption. The emergence of a new culture centered around enjoying sweets during after-parties is evident, with the appearance of dessert-focused establishments specializing in nighttime treats. Instead of ending the night with ramen, a trend originating from Sapporo called “parfait” is gaining popularity in Tokyo.

This fruit-infused dessert liqueur could be perfect for those who want to continue chatting with friends at home without consuming strong alcohol, yet don’t want to end the evening with just sweets.

Source: UMENOYADO website https://www.umenoyado.com/, Nikkei MJ Feb 28th, 2024