[...] beer consumption has been tanking for five years straight in Japan, as the younger generation shies away from the obligatory after-work drinking that was a trademark of the dark-suited heroes of Japan Inc. Younger Japanese tend to be more independent-minded than their baby boom generation parents or their grandparents, who saw going out for beers with their office bosses and co-workers as a call of duty. Brews also are losing out in Japan to a wide variety of other liquors, from wines to "kanchuhai" fruity cocktails, whiskies and cheaper beer-like drinks, and of course, sake. [...] all this worries Haruhiko Matsuba, marketing manager for Asahi Breweries, the industry leader in Japan. To expand its already formidable global reach, Asahi has signed agreements with overseas beer brands, such as Italy's Peroni, the Dutch Grolsch and Pilsner Urquell of Czechoslovakia. Asahi's rival, Sapporo Holdings, which has been the No.
Changing Tastes Brew Bitter Times For Japan's Beer Makers
By YURI KAGEYAMA, AP Business Writer, Seattle Post-Intelligencer: Business
Tue, 08/15/2017 - 10:18pm
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