# Beverage companies promote non-alcoholic alternatives in JP > Live situation record from CLSTR: https://clstr.news/situations/beverage-companies-promote-non-alcoholic-alternatives-in-jp > Updated: 2026-09-11T04:50:38.000Z. Sources: 5. Developments: 2. Beverage companies in Japan are conducting specialized pop-up events to promote non-alcoholic and tea-based spirit alternatives. In early September, Suntory hosted an experiential event in Tokyo’s Otemachi district to encourage non-alcoholic beverage consumption during lunch hours. The initiative aimed to rebrand non-alcoholic choices as proactive and “fun” rather than passive, utilizing a specialized vending machine setup to facilitate the experience. Following this, other brands expanded the focus to evening and cocktail-style experiences. Asahi Breweries launched a pop-up bar in Shibuya to promote its Wilkinson “Tag Sober” series, marketed as “night-specific carbonated water” for those seeking a bar atmosphere without alcohol. Concurrently, Yaso Co., Ltd. organized collaboration events in Tokyo and Nagano featuring Taiwanese tea-based spirits from S. C Lab, utilizing local bartenders to craft original cocktails. ## Timeline ### 2026-09-11: Beverage brands host specialized non-alcoholic pop-up events in Japan Beverage brands are launching specialized non-alcoholic and tea-based spirit experiences in Japan, including pop-up bars in Shibuya and collaboration cocktail events in Tokyo and Nagano. 3 sources. https://clstr.news/cluster/beverage-brands-host-specialized-non-alcoholic-pop-up-events-in-japan ### 2026-09-09: Suntory hosts Tokyo event to promote non-alcoholic lunchtime refreshment Suntory hosted a pop-up event in Tokyo's Otemachi district to promote non-alcoholic beverages as a proactive lunchtime refreshment option. 2 sources. https://clstr.news/cluster/suntory-hosts-tokyo-event-to-promote-non-alcoholic-lunchtime-refreshment --- Cite as: Beverage companies promote non-alcoholic alternatives in JP. CLSTR, https://clstr.news/situations/beverage-companies-promote-non-alcoholic-alternatives-in-jp