[RealFood = Reporter Seong-yeon Yuk] KOTRA says Japan’s shrinking alcohol market is sparking a new movement: sumadori. Driven by Millennials and Gen Z, it centers on functional nonalcoholic options and mindful, restrained drinking. Sumadori—short for “smart drinking”—is all about respecting personal choices so drinkers and non-drinkers can socialize together.According to ANN News, major brewers are responding. Suntory plans to upgrade flagship beers like The Premium Malts while increasing the malt ratio in Kinmugi—previously classified as a third-category beer—to move it into the beer category. Kirin plans to reclassify its third-category beer Hon Kirin as a beer later this year.
Nonalcoholic beverages are also getting a moment thanks to the growing “sober curious” trend—people who prefer a clear head over being buzzed. In its August 2025 “Suntory Non-Alcoholic Beverage Report 2025,” Suntory projects the Japanese nonalcoholic market will grow about 3% year over year in 2025, continuing steady gains since tracking began in 2009.
A standout habit is “zebra drinking,” where people alternate alcoholic and nonalcoholic drinks. It’s not about getting drunk—it's about savoring atmosphere and flavor while protecting your health and energy.
Experience-focused spots that offer tailored drinking styles—whether alcohol is involved or not—are catching on. SUMADORI Meets, which recently opened in Tokyo, bills itself as a hub for smart-drinking culture. Its menu focuses on low- and no-alcohol options (0%, 0.5%, 3% ABV) and features original cocktails with roughly 180 possible combinations plus personalized drinking-style diagnostics. University students helped develop the concept to reflect young tastes. The venue is designed as an interactive space where everyone—drinkers and nondrinkers alike—can enjoy the scene on their own terms.
