世論 What Japan Thinks

Perhaps it’s partially because the rules on advertising beer in the UK and the US, etc are very strict about not promoting enjoying beer, but humour is often key theme in their advertisements. Without such shackles in Japan, television spots for beer focus on noisy gulping down of said alcoholic beverages. This subject, beer and advertisements, was the topic for a recent survey from MyVoice.

Demographics

Over the first five days of September 2008 15,367 members of the MyVoice internet community successfully completed a private online questionnaire. 54% of the sample were female, 15% in their twenties, 37% in their thirties, 29% in their forties, and 19% in their fifties.

Just to give you an idea on how these beers get advertised, in Q2 I’ve embedded YouTube videos for each of the brands. Yes, that’s a very young Helena Bonham-Carter selling Suntory Malts! As a bonus, here’s an extra advert that I can’t embed…

Research results

Q1: What beer do you usually drink? (Sample size=15,367)

Asahi Super Dry	22.2%
Kirin Ichiban Shibori	11.4%
Suntory The Premium Malts	5.9%
Sapporo Yebisu Beer	5.6%
Kirin Lager Beer	3.5%
Sapporo Black Label	2.6%
Asahi Premium Nama Beer Jukusen (Mature Selection)	0.8%
Kirin Akiaji (Autumn Flavour)	0.8%
Sapporo Yebisu The Hop	0.6%
Kirin The Premium Muroka (Unfiltered)	0.3%
Kirin Braumeister	0.1%
Kirin Ichiban Shibori Stout	0.1%
Sapporo Beer Fine	0.1%
Other beer	10.2%
Don’t drink beer	19.3%
Don’t drink any alcohol	16.5%

Q2: Within the last three months, which beer’s television commercials have you seen? (Sample size=15,367, multiple answer)

Beer	Advert	Percentage
Asahi Super Dry		38.4%
Suntory The Premium Malts		33.9%
Kirin Ichiban Shibori		32.6%
Kirin Akiaji (Autumn Flavour)		24.0%
Sapporo Yebisu Beer		22.6%
Kirin Lager Beer		13.4%
Sapporo Black Label		13.2%
Sapporo Yebisu The Hop		9.7%
Asahi Premium Nama Beer Jukusen (Mature Selection)	Click here for three adverts	8.8%
Kirin The Premium Muroka (Unfiltered)	Click here for the official site	3.7%
Kirin Braumeister	Click here for the official site	3.4%
Sapporo Beer Fine	Click here for two adverts	2.2%
Kirin Ichiban Shibori Stout		1.5%
Other beer		16.1%
None of the above, don’t remember		30.8%
No answer		1.0%

Q3: Which beer’s television commercials is your favourite? (Sample size=15,367)

Asahi Super Dry	14.1%
Suntory The Premium Malts	13.8%
Kirin Ichiban Shibori	11.0%
Kirin Akiaji (Autumn Flavour)	7.9%
Sapporo Yebisu Beer	6.2%
Kirin Lager Beer	2.2%
Sapporo Black Label	1.5%
Asahi Premium Nama Beer Jukusen (Mature Selection)	1.4%
Sapporo Yebisu The Hop	1.2%
Kirin The Premium Muroka (Unfiltered)	0.5%
Kirin Braumeister	0.4%
Kirin Ichiban Shibori Stout	0.2%
Sapporo Beer Fine	0.1%
Other beer	6.9%
None of them	32.4%
No answer	0.4%

Q4: Do you want to drink the beer after seeing your favourite advertisement? (Sample size=those with a favourite beer commercial)

Want to drink	30.1%
Perhaps want to drink	35.0%
Can’t say either way	23.0%
Don’t really want to drink	3.5%
Don’t want to drink at all	7.5%
No answer	0.9%

Q5: How do you choose which brand to drink? (Sample size=beer drinkers)

Only drink particular brands	9.5%
Mostly drink particular brands, but also drink others	50.4%
Drink a brand that suits how I feel	19.7%
Not bothered about brand	18.8%
No answer	1.7%

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