Japan's Beer Sales Rebound as Temperatures Soar
Tokyo, Thursday, 14 August 2025.
In July 2025, Japan’s beer sales increased by 1% following a four-month decline, driven by record-high summer temperatures and outdoor events like festivals and fireworks.
Current Market Dynamics and Consumer Preferences
The recent surge in beer sales in Japan, rising by 1% in July 2025, reflects a complex interplay of market dynamics and consumer preferences. This positive shift ends a four-month period of decline, largely driven by economic pressures, including a beer price hike that commenced in April. As the mercury soared, the appetite for beer intensified with outdoor festivities such as fireworks and traditional summer festivals drawing large crowds, contributing significantly to the uptick in sales [1][2].
Impact of Climate on Beverage Consumption
Japan experienced record-high temperatures in July 2025, with average monthly temperatures rising 2.89 degrees above the 1991-2020 averages. Such extreme weather conditions have historically been favorable for beer sales as consumers often seek refreshing beverages to cope with the heat. This correlation is underscored by the fact that beer types, including traditional and third-segment brews, saw a mixed performance with overall sales up by 1%, while the broader category including low-malt options declined by 2% [1][2].
Brand Performance in the Current Market
In July 2025, the performance of leading beer brands varied significantly. Kirin’s ‘Ichiban Shibori’ saw an 8% sales increase, credited to a new product launch in April. Sapporo’s ‘Black Label’ also registered a healthy 3% increase. Conversely, Suntory’s ‘The Premium Malt’s’ and Asahi’s ‘Super Dry’ experienced declines of 13% and 3% respectively, attributed in part to previous years’ promotional activities and external competitive pressures [3].
Long-Term Market Outlook
Looking ahead, market analysts are cautious about sustaining this recovery. While forecasts suggest higher-than-average temperatures for the rest of the summer, there is concern that excessively high temperatures could drive consumers to substitute beer with lighter, non-alcoholic beverages. Furthermore, economic uncertainties and consumer spending behaviors could impact demand. The beer industry faces structural challenges, including an aging population and evolving drinking preferences, that could influence future consumption patterns [4][5].