Increasing sales of non-alcoholic and low-alcohol beverages

"Excessive consumption of alcohol negatively affects health and can trigger lifestyle diseases. The Kirin Group is contributing to the realization of enjoyment in daily life without thinking about the affect of alcohol through development and sales of non-alcoholic products with good taste. Having the option of non-alcoholic beverages to take a day off from drinking alcohol and as a chaser during parties makes it easier to have a mature relationship with alcohol. In October 2019, KIRIN KARADA FREE, a non-alcoholic beer that also helps reduce visceral fat, was launched as a food with functional claims that provides both good taste and health benefits.

It is also recommended for drivers and others who want to drink but cannot consume alcohol. As one of the initiatives to eliminate drunk driving, Kirin Brewery supports the ""Designated driver movement"", and in addition to including the designated driver mark on the container of the non-alcoholic beer “Kirin Zero Ichi” and ”GREEN’S FREE”^*, we are working to increase awareness of the designated driver movement.

Non-alcoholic products have a similar taste as their alcoholic counterparts, and they have been developed for consumers who are at least 20 years old. Going forward, we will work to further expand the lineup of these products."

Kirin Brewery successfully developed the world’s first 0.00% non-alcoholic beer and named it KIRIN FREE in 2009.

Consumers immediately reacted very positively after the product was launched. Sales volume reached around four million cases annually in a market that had previously generated total annual sales of about 2.5 million cases. At the same time, the product created a new market for 0.00% non-alcoholic beer. We also collaborated with police departments in drunk driving prevention events and carried out promotional campaigns at highway service areas. Through those efforts, we helped alleviate the problem of drinking and driving in Japan.