Much as I hesitate to introduce another existential risk to the sake industry, let’s talk about drinking. As in drinking alcohol at all.
A 2024 survey by Hakuhodo Seikatsu Souken revealed that 1 in 3 Japanese respondents never drink alcohol. A Fukuoka beer garden interviewed in the article noted that they doubled their non-alcoholic drinks selection over the last 5 years, and the size of the market grew from 6.84 million cases (350 ml x 24) in 2009 to an estimated 41.91 cases in 2024. The range of drinks has also increased, from just beer to lemon sours, highballs and wine.
Fukuoka brewery Okina Shuzō launched a non-alcoholic sake in April 2025 and were taken aback by its success. It not only sold out but was chosen for a Rolls-Royce launch event and the opening of a luxury jewellery store in Ginza, plus they have received enquiries about exporting to the US and Middle East.
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「十分楽しめる」拡大するノンアル市場 今や3人に1人がお酒飲まない！？ スポーツメーカーも参入 海外高級ブランド注目のノンアル日本酒も (TBS News Dig, 8 Aug 2025, Japanese)
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