The RTD alcoholic drinks consumption trend is picking up speed particularly amongst Japanese consumers in the 20 to 30-year-old age group, with Kirin highlighting that the sales forecast for hard seltzers has been predicted to grow to take over approximately 11% of Japan’s entire local RTD category sales.
Due to the sheer dollar amounts involved, this will have a big impact on both the company and the beverage industry as a whole. As of 2022, the RTD category sales value was US$152 million, and by 2027, it is expected to reach US$395 million.
In addition to hard seltzers, Kirin has introduced a new whiskey product created at its Mt. Fuji Distillery in an effort to increase the recognition of its whiskies both locally and internationally.