Latest update: September 2023 

The Japanese liquor market is one of the largest in the world with an estimated annual sale of 3,5 trillion yen and growing consumption in several categories. Nevertheless, foreign liquor imports in 2020, accounted only for the 9% total of the Japanese liquor market with a value of 256 billion yen (according to Japan Customs).

European Business Council in Japan, Consumer good: Liquor, 2020

Alcohol in Japan is influenced by a number of social and economic factors. One factor is the resurgence in popularity of traditional alcohol and another is the fact that Japan is characterised by geographical differences in the type of beverages consumed.


> Click here for more information about EPA & Spirits and Beers
> Click here for more information about EPA & Wine


Table of Contents

  • Overview
  • Beer
    • Consumption
    • Production
    • Imports
    • Fair Competition Regulations
  • Ready-to-Drink (RTD) Beverages
  • Spirits and Liquors
    • Shochu
    • Whisky
    • Sake
  • Wine
  • Self-regulations in the Alcohol Beverage Industry
  • EU Countries PR Campaigns in Japan
  • EU-Japan EPA
  • Expert Reports & Webinars
  • Annual Reports 
  • Further Reading
  • Relevant Organisations and Trade Fairs
Please log in for full access
Subscribe to
our newsletters

The EU-Japan Centre currently produces 5 newsletters :

  • EU-Japan NEWS - our flagship newsletter covering the Centre's support services, information about EU (or Member States) - Japan cooperation
  • Japanese Industry and Policy News
  • “About Japan” e-News (Only available for EU companies / EU organisations)
  • Japan Tax and Public Procurement Weekly Tender Digest (Only available for EU companies / EU organisations)
  • Tech Transfer Helpdesk Newsletter
1 EUR = 170,821 JPY