Kirin Brewery announced today that they will releasing their third quasi-beer into the populy Japanese alcohol category known as “third-category.” The Japanese media came up with that name, officially they’re classified as “other miscellaneous alcohol” or “liquor.” Naturally they’re subject to lower taxes, are often made with soybeans but without malt. The first and second categories are “beer” and “happoshu,” which is a low-malt beer with less than 67% malt.
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Kirin’s newest entry into the lucrative Japanese quasi-beer market is “Sparkling Hop,” which, according to the press release, will “feature a distinctive aroma created by blending Japanese and New Zealand hop varieties. Strong pressure gives the product a rich head and a refreshing finish, Kirin officials said.”
Sparkling Hop’s target demographic is twenty-somethings, the same group that are buying the dreaded alcopops. Also from the press release:
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These “third-category” products along with the low-malt happoshu will likely never reach our shores, because they’re largely a result of taxation. If Japan’s tax structure was different, they wouldn’t exist. But they appear to be having the same damaging effect as alcopops are having here, not so much in terms of underage drinking (in Japan it’s age 20), but insofar as the sweeter drinks are finding favor with kids raised on sweet soft drinks who are not acquiring a taste for bitter drinks like beer as they age. It’s somewhat ironic that Japan’s beer industry in trying to get around the tax laws, may be shooting themselves in the foot with these lower-taxed, highly sweetened alcoholic drinks.