Japan liquor tax reform: Consumer survey shows potential shift toward beer

A survey conducted by Marketing Applications Co., Ltd. among 600 residents in Japan reveals consumer attitudes ahead of the October 2026 liquor tax reform. The upcoming changes will eliminate tax advantages for low-malt beer (happoshu) and new genre beverages, effectively narrowing the price gap with regular beer. Conversely, beer prices are expected to decrease slightly, while chu-hi and sour categories are projected to rise.

Regarding consumer behavior, over 60% of regular happoshu and new genre drinkers intend to either continue their current habits or remain undecided. Approximately 20% of these consumers plan to switch to a different category, with beer being the most popular alternative at 16%. Those switching to beer cited a preference for its taste as the primary motivator.

Among chu-hi and sour drinkers, 74.5% plan to stay within the same category, either by maintaining current consumption levels or reducing the amount they drink. For regular beer drinkers, 44.5% intend to stick with their current brands, while 11.5% expressed interest in trying premium or craft beers.

The survey also noted a gap in awareness; while over 60% of respondents have heard of the reform, only 24.2% are familiar with the specific details. Awareness levels were notably higher among regular beer drinkers compared to chu-hi drinkers.