世論 What Japan Thinks

First there was happoshu, a most foul fizzy alcohol drink, then there was third sector beer brewed from non-traditional ingredients like corn, peas, and old socks. Now there is new genre fourth sector beers, which seem to be going back to being based on the traditional barley, but with lower sugar, carbohydrates, purine, and taste content. This new genre of brews were the subject of a survey from MyVoice.

Demographics

Over the first five days of August 2009 13,517 members of the MyVoice internet community completed a private online questionnaire. 54% of the sample were female, 15% were in their twenties, 34% in their thirties, 30% in their forties, and 21% aged fifty or older.

I recently had some Style Free, I think it was, a zero carbohydrates drink with just 35 or so calories a can, which was surprisingly pleasant, and without the heavy sugary aftertaste of many other canned beers. It seems to be a happoshu rather than a new genre beer, but let’s ignore that and continue with my description. The morning after was better as well, without an overnight festering of sugars in my mouth. I recommend you give them a try – they are cheap and with dozens of different brands, there’s lots of scope for finding one that suits your palate.

Oh, and a quick shout-out to Gaijin Tonic, where you might or might not find reviews of some of the fine products listed below.

Research results

Q1: Which of the following new genre beer-like drinks have you drunk this year? (Sample size=13,517, multiple answer)

Nodogoshi <Nama>	32.5%
Kinmugi (Golden Barley)	31.1%
Clear Asahi	29.1%
Mugi (barley) and Hop	22.5%
Jokki Nama	18.4%
Draft One	16.2%
Gokuuma	13.0%
Strong Seven	12.2%
Asahi Off	11.5%
Ajiwai	9.6%
Koku no Jikan	8.8%
Sparkling Hop	8.4%
The Straight	6.3%
Super Blue	5.8%
Reisei SAPPORO	4.6%
Topvalu Mugi no Kaori (Smell of Barley)	3.7%
Slims	2.6%
THE BREW Nodogoshi Sukkiri	1.5%
Southern Star	0.9%
None of the above	2.0%
Don’t drink new genre beers	42.3%

Q2: What do you usually drink? (Sample size=13,517)

Beer	24.6%
Happoshu	17.8%
New genre beer	21.0%
Premium beer	2.6%
Don’t drink any kind of beer	13.3%
Don’t drink alcohol	20.7%

Q3: How often do you drink new genre beer? (Sample size=13,517)

Every day	7.4%
Four to six days a week	7.0%
Two or three days a week	12.7%
One day a week	9.6%
Two or three days a month	7.5%
One day a month	3.0%
Less than that	8.4%
Don’t drink new genre beer	44.5%

Q4: Where do you buy new genre beer? (Sample size=13,517, multiple answer)

Supermarket	44.4%
Discount store (or beer supermarket)	22.3%
Convenience store	13.3%
Liquor shop	7.3%
Drug store	6.1%
Mail-order (catalogue, internet, etc)	1.2%
Department store	0.3%
Other	1.2%
Don’t buy new genre beer myself	39.7%
No answer	0.9%

Q5: With which family members do you drink the new genre beer you buy? (Sample size=beer buyers, multiple answer)

Myself	82.2%
Spouse	42.9%
Father	6.8%
Mother	5.3%
Grown-up children	4.0%
Other	3.5%
No answer	4.5%

Q6: What points are important when buying new genre beer? (Sample size=beer buyers, multiple answer)

Price	60.1%
Taste	59.7%
Ease of drinking	39.4%
Resembles beer	25.8%
Smell	13.9%
Favourite brand	13.5%
Favourite maker	12.4%
Television advertising image	8.4%
Promotional campaign, discount price	7.9%
Volume of can	7.4%
Ingredients	7.3%
Just because	6.7%
In the habit of drinking it	6.5%
High alcohol content	5.6%
Is new product	4.5%
Friend’s evaluation	3.0%
Packaging design	3.1%
In-store promotional material	2.1%
Other media advertising image	1.5%
Has free gift	1.4%
Other	3.0%
No answer	1.9%