Advertising beer in Japan


Do you want a beer after seeing its advert? graph of japanese statisticsPerhaps 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.


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 Dry22.2%
Kirin Ichiban Shibori11.4%
Suntory The Premium Malts5.9%
Sapporo Yebisu Beer5.6%
Kirin Lager Beer3.5%
Sapporo Black Label2.6%
Asahi Premium Nama Beer Jukusen (Mature Selection)0.8%
Kirin Akiaji (Autumn Flavour)0.8%
Sapporo Yebisu The Hop0.6%
Kirin The Premium Muroka (Unfiltered)0.3%
Kirin Braumeister0.1%
Kirin Ichiban Shibori Stout0.1%
Sapporo Beer Fine0.1%
Other beer10.2%
Don’t drink beer19.3%
Don’t drink any alcohol16.5%

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

Asahi Super Dry38.4%
Suntory The Premium Malts33.9%
Kirin Ichiban Shibori32.6%
Kirin Akiaji (Autumn Flavour)24.0%
Sapporo Yebisu Beer22.6%
Kirin Lager Beer13.4%
Sapporo Black Label13.2%
Sapporo Yebisu The Hop9.7%
Asahi Premium Nama Beer Jukusen (Mature Selection)Click here for three adverts8.8%
Kirin The Premium Muroka (Unfiltered)Click here for the official site3.7%
Kirin BraumeisterClick here for the official site3.4%
Sapporo Beer Fine2.2%
Kirin Ichiban Shibori Stout1.5%
Other beer16.1%
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 Dry14.1%
Suntory The Premium Malts13.8%
Kirin Ichiban Shibori11.0%
Kirin Akiaji (Autumn Flavour)7.9%
Sapporo Yebisu Beer6.2%
Kirin Lager Beer2.2%
Sapporo Black Label1.5%
Asahi Premium Nama Beer Jukusen (Mature Selection)1.4%
Sapporo Yebisu The Hop1.2%
Kirin The Premium Muroka (Unfiltered)0.5%
Kirin Braumeister0.4%
Kirin Ichiban Shibori Stout0.2%
Sapporo Beer Fine0.1%
Other beer6.9%
None of them32.4%
No answer0.4%

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

Want to drink30.1%
Perhaps want to drink35.0%
Can’t say either way23.0%
Don’t really want to drink3.5%
Don’t want to drink at all7.5%
No answer0.9%

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

Only drink particular brands9.5%
Mostly drink particular brands, but also drink others50.4%
Drink a brand that suits how I feel19.7%
Not bothered about brand18.8%
No answer1.7%
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1 Comment »

  1. leonard capoziello said,
    April 9, 2009 @ 02:33

    a comment i would like to share with you, as a infantryman in the korean war in 1952, i was in kokura city for R & R for five days and i will never forget the power of advertising of ASAHI beer on the billboards . the billboards showed an american soldier and a bottle of ASAHI beer with the notation on the billboard ” ALL SOLDIERS ARE HIGHLY IMPRESSED” i drank a lot of beer during those five days in kokura city and would soon return to the frontlines in korea knowing that it was the last beer i would have until i return home. i am back home now and still drink ASAHI beer. this is to compliment your fine beer and your advertising department. sincerely leonard capoziello

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