Moderate Drinking for Active Seniors: The Rise of a Comfortable, Guilt-Free Alcohol Lifestyle [Re-Life White Paper]

The Asahi Shimbun Company (President and CEO: Masaru Kakuta) conducted a survey on 'awareness and attitudes toward alcohol' as part of its 'Asahi Shimbun Re-Life Project,' a media and community platform for people in their 50s and older. The survey was conducted from January to February this year targeting members of the Re-Life Project's 'Reader Council' community, and received responses from 1,391 people, primarily in their 50s to 70s. The first part of the report introduced drinking trends by age and gender. This second part explores how relationships with alcohol have changed with age, focusing on 'why people drink' and 'what precautions they take.' 1. Top Reason for Drinking: 'To Refresh and Change Mood' at 53.5%, 'To Enhance Food' at 36.9% When asked 'Why do you drink alcohol? (up to 3 choices),' the most common response was 'To refresh and change my mood' (53.5%). This was followed by 'To relax and unwind' (40.3%) and 'Because it makes food taste better' (36.9%). This suggests that alcohol is seen less as a tool for stress relief and more as a means to improve quality of life (QOL), such as changing one's mindset or enhancing the dining experience. 2. Majority Practice Moderation, Self-Managing Quantity and Pace When asked 'Are there any precautions you take when drinking? (up to 3 choices),' 'Adjusting the amount of alcohol consumed' (59.9%) was the most common response. 'Drinking slowly' (43.4%) and 'Setting alcohol-free days' (22.3%) also received significant responses, indicating that many people are mindful of their physical condition and practice moderate drinking. 3. Men Prioritize Cost, Women Prioritize Health When asked 'What do you prioritize when purchasing alcohol? (up to 3 choices),' 'Taste' (79.8%) was the most common, followed by 'Price' (66.6%) and 'Brand/Manufacturer' (41.7%). By gender, men were slightly more likely to prioritize 'Price' (68.7%) and 'Brand/Manufacturer' (44.4%), showing a cost-conscious and brand-loyal tendency. Women, on the other hand, were more likely than men to prioritize 'Taste' (82.1%) and 'Alcohol content' (29.4%), reflecting a focus on drinkability and health considerations. 4. Typical Budget for Drinking Out is Under 10,000 Yen per Occasion When asked 'How much do you spend when drinking at restaurants?', the most common responses were '5,000 yen to less than 10,000 yen' (23.7%) and '4,000 yen to less than 5,000 yen' (23.0%), followed by '1,000 yen to less than 3,000 yen' (20.0%) and '3,000 yen to less than 4,000 yen' (19.0%). Responses were concentrated in the mid-price range, suggesting a preference for spending that is 'neither too cheap nor too expensive.' 5. Non-Alcoholic Drinks Become a Positive Choice, Not Just a Substitute Regarding non-alcoholic beverages, 76.7% of drinkers and even 65.6% of non-drinkers reported having tried them. The top reason was 'Need to drive' (39.1%), followed by 'Wanted to try it' (31%), indicating that non-alcoholic drinks are becoming a proactive choice rather than just a substitute for alcohol. 6. Selected Responses: Memorable and Enjoyable Alcohol-Related Stories ■ Enhancing Meals 'I'm happy that the increase in non-alcoholic products that can be enjoyed with meals allows me to savor the atmosphere even on days I don't drink. I hope there will be even more products focused on flavor and aroma.' (Male, 50s, Shimane Prefecture) 'The moment I realized that matching alcohol with food makes both taste better and changes the flavor of the drink itself was a revelation.' (Female, 60s, Tokyo) 'Cooking dishes to pair with alcohol, or choosing alcohol to pair with a dish. This enjoyment helps me recover from work fatigue.' (Female, 60s, Aichi Prefecture) ■ Drinking Style, Manners, and Attitude 'Knowing your own limit and not forcing alcohol on those who dislike it is fundamental. I believe drinking facilitates communication and makes meals more enjoyable. Slowly savoring a drink alone also has a relaxing and calming effect on the mind.' (Female, 50s, Wakayama Prefecture) 'As I get older, I think more about how to have a good relationship with alcohol. My goal is to set alcohol-free days so I can continue to enjoy drinking deliciously and happily forever.' (Female, 60s, Hyogo Prefecture) 'I enjoy finding good local bars when traveling and drinking alone at a leisurely pace. Even when drinking at home, I fondly remember and savor the famous places I've visited.' (Male, 70s, Tokyo) 'Whether drinking alone or at a party, I always make sure to enjoy it. I never drink to drown my sorrows or distract myself. I might binge eat instead, but that doesn't bother anyone. It's pure peace.' (Female, 60s, Aichi Prefecture) ■ Changes in Drinking Habits 'As my health awareness increases year by year, my focus has shifted from quantity to how to drink deliciously. Non-alcoholic drinks are also getting tastier, so I want to use them in combination and continue drinking deliciously and healthily.' (Male, 50s, Kanagawa Prefecture) 'When I was young, I was called a heavy drinker and drank like a fish, but recently I've reached an age where I can enjoy a moderate amount. I used to dislike non-alcoholic beer, but now there are many tasty options. I feel happy that I can enjoy the pleasure of drinking while being kind to my body.' (Female, 50s, Kanagawa Prefecture) 'Since retiring, I've been able to enjoy daytime drinking on weekdays. The people I drink with and the places I go are completely different from before. I'm happy to have encountered unknown worlds and topics, broadening my horizons.' (Male, 60s, Osaka Prefecture) *For more details on the survey, please refer to the following: ○ [Re-Life White Paper] Adult Drinking is 'Comfortable and Guilt-Free' – For Refreshment, Relaxation, and as an Accompaniment to Meals From the Re-Life Reader Council Survey on 'Awareness and Attitudes Toward Alcohol' *The survey was conducted as a 'Survey on Awareness and Attitudes Toward Alcohol' targeting members of the Re-Life Reader Council. Survey period: January 27 to February 23, 2026. Valid responses: 1,391 (Male 55.4%, Female 43.7%, Other 0.9%). Age distribution: 49 and under = 12.0%, 50-54 = 10.9%, 55-59 = 15.0%, 60-64 = 19.3%, 65-69 = 18.5%, 70-74 = 11.6%, 75-79 = 8.8%, 80 and over = 3.9%.