A Holistic Exploration of Alcohol Trends and Consumer Culture in Japan
A global food and beverage company sought to understand the evolving role of alcohol in Japanese lifestyles, with a focus on younger adult drinkers and emerging drinking occasions. The study explored how Gen Z and Millennials engage with alcoholic beverages across both on trade and off trade channels, including bars, izakaya, convenience stores, and at home consumption. The research also examined flavor preferences, emotional needs, social drinking behaviors, and opportunities for future product innovation within the Japanese alcohol market.
Our Work
- Conducted a 5-day online community with Gen Z and Millennial consumers to explore alcohol consumption behaviors and drinking occasions
- To understand flavor innovation, emerging trends, and consumer preferences, conducted interviews with several bartenders while observing them create original alcoholic beverages, along with collaboration interviews between bartenders and consumers
- Conducted immersive retail and on trade visits across Tokyo, including restaurants and bars, to observe category trends, merchandising, and real drinking environments
The Outcome
- Clarified how alcohol supports communication, relaxation, and emotional connection across generations in Japan, while identifying differences in drinking attitudes and behaviors by age segment
- Identified growing demand for refreshing, visually appealing, lower alcohol beverages with innovative flavors and strong storytelling, as well as opportunities for innovation within the RTD alcohol category
- Provided strategic direction on concepts, flavor combinations, presentation styles, and messaging that resonate with Japanese consumers
“Thank you to the powerful and resilient Carter team members for handling this intense project so well. Also, there was great effort on the presentation deck and can see a lot of hard work behind the scenes. Much appreciated.”
– Client Voice