[RealFood = Reporter Yuk Seong-yeon] KOTRA reports that while Japan’s alcoholic beverage market is shrinking, a “sumadori” movement—functional nonalcoholic drinks and moderation-first drinking—is catching on among young adults (Millennials and Gen Z). “Sumadori” is a Japanese shorthand for “smart drinking,” a mindset that respects individual choice and creates spaces where people who drink and those who don’t can hang out together.According to ANN News, major brewer Suntory is upgrading draft beers like The Premium Malt’s, while reclassifying Kinmugi—previously a third-category beer—into the main beer category by boosting its malt content. Kirin plans to move its third-category brew Hon Kirin into the beer category later this year.
Nonalcoholic drinks are also getting a moment thanks to the spread of the “sober curious” movement, which values staying clear-headed over getting drunk. In August 2025, Suntory released its “Suntory Non-Alcoholic Beverage Report 2025,” projecting roughly 3% growth in Japan’s nonalcoholic beverage market for 2025 year over year. The category has shown steady expansion since tracking began in 2009.
A standout habit is “zebra drinking,” where people alternate between alcoholic and nonalcoholic sips. It’s less about avoiding alcohol entirely and more about savoring taste and atmosphere while managing health and energy.
Experience-driven spots offering personalized drinking options—whether the guest chooses alcohol or not—are gaining traction. SUMADORI Meets, which recently opened in Tokyo, markets itself as a hub for smart drinking culture. The menu leans toward low-ABV choices—0%, 0.5%, and 3%—and features original cocktails with about 180 possible combinations, plus a personalized drinking-style quiz. University students helped shape the concept from the planning stage to reflect younger tastes. The result is a hands-on environment where both drinkers and non-drinkers can enjoy themselves on their own terms.
