Alcohol makers in Japan tap into U.S. ready-to-drink market

What happened: Japanese alcohol makers have entered the growing U.S. ready-to-drink market, a category that includes canned chuhai but not beer. Suntory, Asahi and Kirin have launched U.S. versions of RTD products. Key numbers: U.S. alcohol consumption fell 1% per year on average from 2015 to 2025. RTD consumption grew 14% per year. RTD was 8% of U.S. Why it matters: Japanese makers see RTDs as promising as alcohol consumption at home declines. IWSR's Lodewijks warned of fierce competition and said success hinges on representing Japanese culture beyond cuisine.

Japanese alcohol makers have entered the growing U.S. ready-to-drink market, a category that includes canned chuhai but not beer. Suntory, Asahi and Kirin have launched U.S. versions of RTD products.

Japanese makers see RTDs as promising as alcohol consumption at home declines. IWSR's Lodewijks warned of fierce competition and said success hinges on representing Japanese culture beyond cuisine.