Japanese brewer Sapporo has launched a 0.7%-abv beverage with a beer-like taste in its home market.
The malt-based canned drink, called The Drafty, aims to mimic the flavour of beer while also targeting health-conscious consumers. It will be available across Japan from 14 September in a 35cl can.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Sapporo said the new launch has an ‘open’ price-point, although the product is likely to be cheaper than the brewer’s other products. In Japan, malt-based drinks are taxed at a lower rate to beer.
“We are taking on the challenge of new markets with a variety of products that allow customers to discover new enjoyment,” Sapporo added.
Japan’s no- and low-alcohol beer category is expanding. In March, Asahi Group launched the 0.5%-abv Beery as part of a plan to ramp up the company’s portfolio of sub-3.5% abv beer offerings. Asahi said Beery will help form a new lower-than-1% category in the country’s beer market.
Meanwhile, Japan is revising its tax structure to put the country’s three levels of malt alcohol – beer, happoshu and new genre – on equal status by October 2026. The changes will make beer comparatively cheaper to other forms of alcohol.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataAre beer brands stretching line extensions to breaking point? – Click here for a Just Drinks comment
