You can’t get drunk without alcohol, but that doesn’t mean everyone who drinks alcohol wants to get drunk. That’s the underlying logic behind Kirin Beer’s latest line of beverages, which is releasing a new line of low-alcohol canned cocktails.
Over the past decade, the biggest trend in canned sours, or chu-his, as Japan’s fizzy, often fruity shochu cocktails are called, has been “strong” chu-his. Strong chu-his, popularized by Suntory’s Strong Zero chu-hi brand, typically contain around 8 or 9 percent alcohol by volume, effectively yielding twice as much booze as a regular chu-hi in the same amount of liquid. Now that demand for strong sours has begun to wane, Kirin believes the pendulum is about to swing back the other way, and so this month it is launching its first low-alcohol chu-hi brand in nine years, which it is calling Hanayoi.
The hana (華) part of the name means “flower”, while you is written phonetically, but is reminiscent of the Japanese word yoi, which means “drunk.” At just 3 percent alcohol, however, Hanayoi isn’t for those looking to get drunk as quickly as possible, or even those looking to get drunk slowly. According to Kirin, Hanayoi is aimed at those looking for something with “a pleasantly moderate alcohol kick and a refreshing taste.”
In addition to lemon, the most popular chu-hi flavor, Hanayoi will initially also have white peach and grape in the range.
But what’s behind the decline in demand for strong chu-his? Kirin Beer cites an increased focus on health among consumers, fueled in part by a much-discussed recommendation from Japan’s Ministry of Health, Labour and Welfare in February that people pay more attention to their alcohol consumption. Kirin’s rivals Asahi and Suntory have since said they have no plans to release any new products with an alcohol content above 8 percent, though Kirin itself has yet to make an explicit commitment to that effect.
While Kirin doesn’t mention it, it’s also possible that drinking patterns in general have changed since the pre-pandemic chu-hi craze began. Because canned chu-his are cheaper and less filling than beer, they’ve long been a popular choice for people looking for a time-efficient way to drink at barbecues, cherry blossom viewing parties, and house parties. They’re also a popular choice for working adults who come home from a long, stressful day at work and feel the need to get drunk fast in order to get to bed early enough to get back to the office in the morning. But after years of telecommuting and forgoing social gatherings, it wouldn’t be a surprise if many people have switched to a more relaxed, low-key style of drinking when they’re drinking alone at home.
All three Hanayoi flavors will be available for purchase starting September 24. If you want something with a little more alcohol, but still not so much that you’ll get drunk, there’s also the Iyoshi Cola Sour with 3.5 percent alcohol.
Sources: PR Times, TBS News Dig via Livedoor News via Otakomu
Images: PR Times
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