In 2020, a brewery in Japan saw a 10.4% increase in volume sales of non-alcoholic drinks and an 18.6% drop in beer. Why did this shift occur? Though the ‘Low & No’ Alcohol category growth rates mirror the West, Asia’s unique cultural context means that the reasons for growth may differ. So what are the unique demands that L/NA meets in Asia, and what category assumptions should brands avoid to succeed?
APAC Exploring Low: No alcohol Growth in Asia_v1
For alcohol brands, building cultural relevance starts with cultural understanding. Brands need to recognize that popularity and trends are byproducts of culture, and focus on identifying the communities and sub-cultures that matter to their target customers, recruiting differently, and building with the people who matter to their brands, instead of for them.
Time is running out to live our lives to the fullest. The New Year encourages us to reflect on how we spend our time and make changes to achieve our goals.
