Like many drink lines in Japan, Horoyoi gets periodically updated with new flavors and variations, and Suntory has announced that it’ll be bringing two new types of Horoyoi to stores this spring, each ...

Facing a steady decline in revenue from alcohol sales, Japan’s tax office in July launched a contest seeking ideas on how to stimulate demand among younger people. Japan’s major drinks makers ...

Japanese alcohol groups have decades of experience in non-alcoholic beverages in the region. They have built up strong brand recognition through products like green tea and oolong. That foundation ...

Faced with a number of challenges at home, companies in Japan's alcoholic beverages sector are looking to expand into new markets around the world and hope that consumers will develop a taste for ...

This includes introducing sake and shochu into restaurant and bar menus, conducting staff training, and integrating these Japanese alcoholic beverages into local sommelier associations ...

While visitors continue to flock to Japan for its ultra-modern cities, tranquil countryside, incredible culture, and natural splendor like its pristine, underrated national parks, it's also a ...

Organized by BorderTech, the event will run from April 1 to April 30, 2025, focusing on Japanese alcoholic beverages such as sake, whisky, shochu, and liqueurs, as well as teas and craft soft drinks.