Is 'Sugar-Free Chuhai' an Exception to the 'Youth Alcohol Detachment'? 'Hyoketsu® Zero Sugar' is Expanding its Fanbase Among People in their 20s
Kirin Brewery's 'Hyoketsu® Zero Sugar' series has surpassed 1.8 billion bottles, the fastest in the past 20 years. A survey reveals that the purchase rate among 20-somethings has increased fivefold in five years, showing strong support driven by guilt-free consumption.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 21:00
- 🔍 Collected: April 24, 2026 at 12:31
- 🤖 AI Analyzed: April 25, 2026 at 00:52 (12h 20m after Collected)
The 'Kirin Hyoketsu® Zero Sugar (hereinafter, Hyoketsu® Zero Sugar)' series, sold by Kirin Brewery Company, Limited (President: Hideki Horiguchi) and finished without any sugars or sweeteners to enhance fruitiness without sweetness, has surpassed 1.8 billion bottles*2 at the fastest pace within our RTD*1 brands launched in the past 20 years since its release in 2020. It has grown into our No. 1*3 RTD brand in sales, leading the 'sugar-free chuhai' category. The purchase rate of chuhai promoting zero sugar among men and women in their 20s has surged approximately fivefold*4 over five years, receiving high praise from younger generations.
Therefore, we conducted a 'Drinking Status Survey of Young Working Adults' targeting 1,000 young working adults in their 20s.
*1: Abbreviation for Ready to Drink. Alcoholic beverages that can be opened and drunk as is.
*2: 350ml equivalent. As of the end of February 2026.
*3: 'Hyoketsu® Zero Sugar' series 2025 annual shipment results.
*4: Jan 2020 to Dec 2025. Purchase rate of chuhai promoting zero sugar among men/women in their 20s. Estimated by Kirin Brewery using Macromill QPR data (N=3,364).
When asked about sugar-free chuhai, about 60% felt that 'sugar-free chuhai is trending' and answered 'I like sugar-free chuhai'. Those who drink sugar-free chuhai frequently cited appeals such as, 'It has a refreshing feeling rarely tasted elsewhere, so the clean and refreshing drinking comfort is appealing' (6th-year working adult, male), 'It's easy to drink because there is no guilt' (1st-year working adult, female), and 'It's refreshing with carbonation, fun to choose from various flavors, and delicious both alone or with meals' (3rd-year working adult, female). Also, when asked how they choose alcohol, it became clear that they change their choice depending on the scene and mood, seeking 'a drink that fits my current self'.
'Drinking Status Survey of Young Working Adults' Overview
■ Survey Method: Internet survey
■ Survey Target: 1) 1,000 male and female working adults in their 20s who drink at least once a month. 2) 300 men and women in their 30s or older who drink at least once a month (excluding unemployed and students).
■ Survey Period: April 3 (Fri) - April 8 (Wed), 2026
*The composition ratio (%) of the graphs are rounded to the first decimal place, so the total may not be exactly 100%.
Is 'Sugar-Free Chuhai' an Exception to the 'Youth Alcohol Detachment'? Expanding Fanbase in 20s!
Looking at the transition of the 'sugar-free chuhai' category market, the share, which was 4.1% in the RTD market at the time 'Hyoketsu® Zero Sugar' was launched in 2020, expanded about fivefold to 20.9% in 2025 [Figure 1].
Also, looking at consumer drinking status*5, amidst the progression of distancing from alcohol, 1 in 2 people (50.0%) drink 'sugar-free chuhai', and when narrowing down to alcohol lovers*6 who purchase RTD two or more times a week, over 90% (92.7%) purchase 'sugar-free chuhai'. Furthermore, the purchase rate among young people centered on those in their 20s rose to about five times in five years, showing that it is supported by customers of a wide range of classes and generations [Figure 2].
[Figure 1] Sales volume share of 'Sugar-Free Chuhai' within chuhai
*5: Jan 2024 - Dec 2025. Among those who purchase alcoholic beverages 4 or more times a year / Estimated by Kirin Brewery using Macromill QPR data (N=16,011).
*6: Jan 2024 - Dec 2025. Purchase rate among those who purchased RTD chuhai promoting zero sugar (excluding non-alcoholic) 104 or more times in 2 years, excluding ages 15-19 and 70+. Estimated by Kirin Brewery using Macromill QPR data (N=1,228).
[Figure 2] Drinking status of the 'Sugar-Free Chuhai' category
In response to this growing consumer need, the number of 'sugar-free chuhai' products has expanded approximately sevenfold in five years. The ability to enjoy various flavors other than lemon is also considered to be boosting the popularity of 'sugar-free chuhai' [Figure 3].
[Figure 3] Number of 'Sugar-Free Chuhai' products
'Drinking Status Survey of Young Working Adults' Results
In response to the fact that purchases of 'sugar-free chuhai' by young people, primarily in their 20s, have increased about fivefold in five years, we conducted a real-life survey of working adults targeting 1,000 young working men and women in their 20s and 300 working men and women in their 30s and above to understand the actual situation in more detail.
1. Alcohol circumstances of young working adults
■ 20-somethings who choose alcohol according to the scene and mood. What they want to drink is 'a drink that fits my current self'
First, we asked how they drink alcohol and had them answer on a 4-point scale (strongly agree, somewhat agree, somewhat disagree, strongly disagree). Then, 63.7% of those in their 20s answered 'I change the alcohol I choose depending on the situation', and 67.1% answered 'I change the alcohol I choose depending on my mood'. Compared to those in their 30s and above, the scores for 20-somethings were more than 10 points higher in both...
Therefore, we conducted a 'Drinking Status Survey of Young Working Adults' targeting 1,000 young working adults in their 20s.
*1: Abbreviation for Ready to Drink. Alcoholic beverages that can be opened and drunk as is.
*2: 350ml equivalent. As of the end of February 2026.
*3: 'Hyoketsu® Zero Sugar' series 2025 annual shipment results.
*4: Jan 2020 to Dec 2025. Purchase rate of chuhai promoting zero sugar among men/women in their 20s. Estimated by Kirin Brewery using Macromill QPR data (N=3,364).
When asked about sugar-free chuhai, about 60% felt that 'sugar-free chuhai is trending' and answered 'I like sugar-free chuhai'. Those who drink sugar-free chuhai frequently cited appeals such as, 'It has a refreshing feeling rarely tasted elsewhere, so the clean and refreshing drinking comfort is appealing' (6th-year working adult, male), 'It's easy to drink because there is no guilt' (1st-year working adult, female), and 'It's refreshing with carbonation, fun to choose from various flavors, and delicious both alone or with meals' (3rd-year working adult, female). Also, when asked how they choose alcohol, it became clear that they change their choice depending on the scene and mood, seeking 'a drink that fits my current self'.
'Drinking Status Survey of Young Working Adults' Overview
■ Survey Method: Internet survey
■ Survey Target: 1) 1,000 male and female working adults in their 20s who drink at least once a month. 2) 300 men and women in their 30s or older who drink at least once a month (excluding unemployed and students).
■ Survey Period: April 3 (Fri) - April 8 (Wed), 2026
*The composition ratio (%) of the graphs are rounded to the first decimal place, so the total may not be exactly 100%.
Is 'Sugar-Free Chuhai' an Exception to the 'Youth Alcohol Detachment'? Expanding Fanbase in 20s!
Looking at the transition of the 'sugar-free chuhai' category market, the share, which was 4.1% in the RTD market at the time 'Hyoketsu® Zero Sugar' was launched in 2020, expanded about fivefold to 20.9% in 2025 [Figure 1].
Also, looking at consumer drinking status*5, amidst the progression of distancing from alcohol, 1 in 2 people (50.0%) drink 'sugar-free chuhai', and when narrowing down to alcohol lovers*6 who purchase RTD two or more times a week, over 90% (92.7%) purchase 'sugar-free chuhai'. Furthermore, the purchase rate among young people centered on those in their 20s rose to about five times in five years, showing that it is supported by customers of a wide range of classes and generations [Figure 2].
[Figure 1] Sales volume share of 'Sugar-Free Chuhai' within chuhai
*5: Jan 2024 - Dec 2025. Among those who purchase alcoholic beverages 4 or more times a year / Estimated by Kirin Brewery using Macromill QPR data (N=16,011).
*6: Jan 2024 - Dec 2025. Purchase rate among those who purchased RTD chuhai promoting zero sugar (excluding non-alcoholic) 104 or more times in 2 years, excluding ages 15-19 and 70+. Estimated by Kirin Brewery using Macromill QPR data (N=1,228).
[Figure 2] Drinking status of the 'Sugar-Free Chuhai' category
In response to this growing consumer need, the number of 'sugar-free chuhai' products has expanded approximately sevenfold in five years. The ability to enjoy various flavors other than lemon is also considered to be boosting the popularity of 'sugar-free chuhai' [Figure 3].
[Figure 3] Number of 'Sugar-Free Chuhai' products
'Drinking Status Survey of Young Working Adults' Results
In response to the fact that purchases of 'sugar-free chuhai' by young people, primarily in their 20s, have increased about fivefold in five years, we conducted a real-life survey of working adults targeting 1,000 young working men and women in their 20s and 300 working men and women in their 30s and above to understand the actual situation in more detail.
1. Alcohol circumstances of young working adults
■ 20-somethings who choose alcohol according to the scene and mood. What they want to drink is 'a drink that fits my current self'
First, we asked how they drink alcohol and had them answer on a 4-point scale (strongly agree, somewhat agree, somewhat disagree, strongly disagree). Then, 63.7% of those in their 20s answered 'I change the alcohol I choose depending on the situation', and 67.1% answered 'I change the alcohol I choose depending on my mood'. Compared to those in their 30s and above, the scores for 20-somethings were more than 10 points higher in both...