Spirits in Japan

June 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Spirits industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

If you're in the Spirits industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Spirits in Japan report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Spirits in Japan?
  • Where is consumer demand for Spirits focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Japan?
  • How are products distributed in Japan?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Spirits in Japan - Category analysis

KEY DATA FINDINGS

On-trade demand for whiskies rebounds, while off-trade consumption is rooted
Popularity of Japanese whisky continues
Suntory continues to drive the growth of gin
Price increases set to continue in 2024
Shochu needs to attract younger consumers of legal drinking age to end its struggle
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 1 Benchmark Brands 2023
Table 1 Sales of Spirits by Category: Total Volume 2018-2023
Table 2 Sales of Spirits by Category: Total Value 2018-2023
Table 3 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 4 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 5 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 6 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 7 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 8 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 9 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023
Table 10 Sales of White Rum by Price Platform: % Total Volume 2018-2023
Table 11 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023
Table 12 Sales of English Gin by Price Platform: % Total Volume 2018-2023
Table 13 Sales of Vodka by Price Platform: % Total Volume 2018-2023
Table 14 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023
Table 15 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 16 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 17 LBN Brand Shares of Spirits: % Total Volume 2020-2023
Table 18 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 19 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 20 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 21 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Alcoholic Drinks in Japan - Industry Overview

Alcoholic drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 2 Number of On-trade Establishments by Type 2017-2023
Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2023
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
Table 22 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023
Table 23 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 24 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 25 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 26 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
Table 27 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
Table 28 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
Table 29 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
Table 31 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
Table 32 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
Table 33 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
Table 34 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
Table 35 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
Table 36 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
Table 37 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

Summary 4 Research Sources
The following categories and subcategories are included:

Spirits

    • Brandy
    • Cognac
    • Bitters
    • Cream-based Liqueurs
    • Other Liqueurs
  • Non Alcoholic Spirits
      • Prestige Dark Rum
      • Ultra Premium Dark Rum
      • Super Premium Dark Rum
      • Premium Dark Rum
      • Standard Dark Rum
      • Economy Dark Rum
      • Prestige White Rum
      • Ultra Premium White Rum
      • Super Premium White Rum
      • Premium White Rum
      • Standard White Rum
      • Economy White Rum
  • Tequila (and Mezcal)
    • Bourbon/Other US Whiskey
    • Canadian Whisky
    • Irish Whiskey
    • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
    • Other Whiskies
        • Prestige English Gin
        • Ultra Premium English Gin
        • Super Premium English Gin
        • Premium English Gin
        • Standard English Gin
        • Economy English Gin
      • Dutch Gin
      • Prestige Vodka
      • Ultra Premium Vodka
      • Super Premium Vodka
      • Premium Vodka
      • Standard Vodka
      • Economy Vodka
    • Absinthe
    • Ad-Mix Brandy
    • Ad-Mix Gin
    • Ad-Mix Rum
    • Ad-Mix Vodka
    • Ad-Mix Whisky
    • Aguardente/Aguardiente
    • Aguardiente De Caña
    • Akvavit/Aquavit
    • Aniseed-Flavoured Spirits
    • Borovicka
    • Boukha
    • Brandy Type Distilled Spirits
    • Cachaça
    • Calvados
    • Cane
    • Chacha
    • Charanda
    • Chinese Herbal Spirits
    • Chinese Spirits
    • Cut Brandy
    • Destilados De Agave
    • Distilled Fruit Spirits
    • Domestic Brandy
    • Domestic Rum
    • Doppelkorn
    • Economy Chinese Spirits
    • Flavoured Spirits
    • Flavoured Vodka-based Drinks
    • Fynbos gin/Local Gin
    • Gin-flavoured spirits
    • Goldbrand/Goldkrone
    • Grappa
    • Grappamiel
    • Guaro
    • Kirsch
    • Komovica
    • Korn
    • Lambanog
    • Limoncello
    • Local White Spirits
    • Lower Mid-Range Chinese Spirits
    • Lozovaca
    • Maesilju
    • Mahia Rabi Amrane
    • Mead
    • Mixed Spirits
    • Nalivka/Nalewka
    • Nastoyka
    • National Specialities
    • Obstbrände
    • Ouzo
    • Pacharán
    • Palinca/Pálinka
    • Pear and Apple Distillates
    • Pisco
    • Premium Chinese Spirits
    • Prune
    • Punsch
    • Rachiu/Rakija
    • Rum-Flavoured Spirits
    • Samane
    • Sambuca
    • Samsu
    • Schnapps
    • Shochu/Soju
    • Singani
    • Sljivovica/Slivovice
    • Steinhäeger
    • Strong African Spirits
    • Super Premium Chinese Spirits
    • Sura Khao
    • Tequila Flavoured Spirits
    • Travarica
    • Tsipouro
    • Upper Mid-Range Chinese Spirits
    • Vieux
    • Viina
    • Vodka Type Distilled Spirits
    • Other Distilled Beverages

Spirits

This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.

See All of Our Definitions
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This report originates from Passport, our Spirits research and analysis database.

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