Japan's Liquor Tax Reform: Big New Brands Launch for RTDs Hit by the Tax Rise

Japan revised its liquor tax on 1 October 2026. The trade paper Nihon Shokuryo Shimbun describes the change as the “final” stage in a series of reviews. Beer, which had its tax cut, drew the most attention, but the paper expects the strongest future growth from RTDs, which were taxed more heavily. RTD stands for “Ready to Drink” and refers to alcoholic drinks you can enjoy straight from the can. In Japan, the best-known example is canned chuhai, made by combining a distilled spirit with fruit juice or soda.

A Price Advantage That Survives the Tax Rise

According to Nihon Shokuryo Shimbun, the major makers believe RTDs still hold a price advantage even after the tax rise. The wide choice of flavours is another strength. What the companies are targeting in particular are consumers who, when tax rates change, try something different from their usual drink or buy several products to compare them. With beer becoming cheaper and RTDs more expensive, this is a time when consumer tastes can shift easily. The makers see it not as a period in which they lose customers, but as one in which they can win new ones.

New Moves from Suntory and Sapporo

Suntory has announced the launch of a major new brand, “The Dry”, aimed at beer lovers. According to the paper, it is the second release along these lines. Sapporo Breweries is promoting the satisfaction of a “rich” flavour as good value for money (“cospa”), appealing to consumers worried about rising prices. The paper says the makers’ moves are becoming ever more intense and expects the competition to continue beyond October.

The trend is relevant to sake too. The specialist outlet SAKE Street reports that, as the beer and RTD markets grow while sake consumption falls, more sake is being offered in small sizes. It also raises the question of whether lower-strength sake can compete with canned chuhai on price. The momentum of RTDs is prompting sake makers to think about new products.

What European Readers Should Watch

Japanese canned chuhai is gradually appearing in Europe too, in Asian grocery stores and elsewhere. When buying, check the alcohol strength and the type of base spirit on the can; this makes the differences between styles of Japanese RTD easier to understand. To try the idea at home, an easy method is to mix shochu or sake with sparkling water and add a slice of citrus. What flavours the major Japanese makers bring out next in RTDs may also offer clues to the direction of Japanese drinks reaching Europe.