“The decrease in alcohol consumption of Generation Z is not due to health concerns, but because demand for alcohol has decreased significantly as digital entertainment platforms have grown,” said Katsuki Atsushi, CEO of Asahi, Japan.
In an interview with the Financial Times (FT) on the 18th, CEO Katsuki said, “Alcohol has been a big part of people’s entertainment and enjoyment, but entertainment, including games, has increased over the past decade,” adding, “As a result, the share of alcohol in pleasure and happiness has decreased.” Analysts say that alcohol consumption has naturally decreased as the younger generation spends time on games, YouTube streaming, and social media rather than spending time with friends while drinking.
According to the data company IWSR, global liquor sales fell by 1% in 2023, but sales rose by 2%. This is attributed to consumers seeking higher-end alcoholic beverages instead of reducing their absolute consumption of alcoholic beverages.
Throughout the pandemic, a culture of “sober curious” has spread among Gen.G. generations. It is a type of lifestyle that avoids alcohol by drinking non-alcoholic beer, low-alcohol drinks, etc., or by drinking only a small amount of expensive good alcoholic beverages.
In response, the liquor industry is diversifying its sales strategy to high-priced and low-alcohol drinks. Asahi told the FT that it will launch a strategy to sell high-end alcoholic beverages, low-alcohol drinks and premium soft drinks to bloggers, gamers and influencers in line with the change in consumption patterns.
SALLY LEE
US ASIA JOURNAL
