How Japan's biggest brewer aims to attract sober Gen Z [Yahoo! Finance]
JAPAN AIRLINES UNSP/ADR (JAPSY)
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Source: Yahoo! Finance
The idea is that drinking alcohol creates a more relaxed environment. Businesses have even tackled difficult issues in pubs, rather than conference rooms. The late former chairman of then-bankrupt Japan Airlines, Kazuo Inamori, explained in 2012 how he used beer to get his employees to open up. But there is now a whole new generation that chooses not to drink as much . Multiple studies in the UK, the US and Australia show that people from Gen Z are more sober than their parents and grandparents. In Japan, faced with declining alcohol tax revenues, the authorities even arranged a national competition, named Sake Viva!, in an effort to reverse the trend in 2022 The sober generation does not only affect Japan's tax revenues, it also offers a whole new challenge for businesses that make and sell alcohol. "We have realised that younger people are increasingly choosing not to drink as much alcohol," said Atsushi Katsuki, the chief executive officer of Asahi Group Holdings. Ho
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