Sugar-Free Chu-Hi Takes Center Stage as the New Standard for Home Drinking! Boosted by Post-Holiday Frugality, Inflation, and Pre-Rainy Season Refreshment Demand
Kirin Beer conducted a survey revealing that sugar-free chu-hi has become a go-to choice for home drinking, driven by post-Golden Week frugality and the need for home relaxation.
📋 Article Processing Timeline
- 📰 Published: May 22, 2026 at 18:00
- 🔍 Collected: May 22, 2026 at 09:31
- 🤖 AI Analyzed: May 22, 2026 at 10:27 (56 min after Collected)
## The Rise of Sugar-Free Chu-Hi Led by Kirin 'Hyouketsu Sugar-Free'
Kirin Beer Co., Ltd. (President: Hideki Horiguchi) produces the 'Kirin Hyouketsu Sugar-Free' series, which contains no sugar or artificial sweeteners. Since its launch in 2020, it has become the fastest-growing brand among Kirin's RTD products launched in the past 20 years, reaching a milestone of 1.8 billion units sold. It currently stands as Kirin's top-selling RTD brand. Leading the 'sugar-free chu-hi' category, the brand conducted a survey on home drinking trends as consumers transitioned past the Golden Week holidays and headed into the rainy season.
## Insights into Post-Golden Week 'Home-Time'
In a survey of 1,000 men and women aged 20 to 60 who drink at home at least once a month, 77.8% indicated that they would spend more time at home following Golden Week. While factors like inflation and a growing frugality mindset were cited as primary reasons for staying in, the survey highlighted that sugar-free chu-hi has firmly established itself as a preferred alcoholic beverage, ranking just behind beer.
## Sugar-Free Chu-Hi: A Staple for the 'Second Drink' Onward
The survey revealed that sugar-free chu-hi significantly outperforms highballs and wine as a choice for both the first and second drink during home drinking sessions. Notably, it ranked third for the 'second drink onward' category, trailing only standard (sweet) chu-hi and beer. This highlights strong demand for sugar-free options as the drinking session progresses. Fans of sugar-free chu-hi frequently cited attributes like 'refreshing' and 'goes well with meals,' proving that the product aligns perfectly with consumer demand for 'unobtrusive' drinks rather than those with strong, polarizing flavors.
## Consumer Sentiment Toward Home Drinking
With over 80% of consumers feeling that they want to 'cherish' and 'enrich' their time spent drinking at home after the holidays, sugar-free chu-hi has emerged as an ideal partner for relaxation and small, personal rewards. Among those who prefer Hyouketsu Sugar-Free, 90% explicitly stated that they love home drinking, indicating a strong core fan base. Moving forward, Kirin Beer remains committed to revitalizing the overall market by providing high-quality RTD products centered around the Hyouketsu Sugar-Free brand, directly addressing the evolving needs of its consumers.
Kirin Beer Co., Ltd. (President: Hideki Horiguchi) produces the 'Kirin Hyouketsu Sugar-Free' series, which contains no sugar or artificial sweeteners. Since its launch in 2020, it has become the fastest-growing brand among Kirin's RTD products launched in the past 20 years, reaching a milestone of 1.8 billion units sold. It currently stands as Kirin's top-selling RTD brand. Leading the 'sugar-free chu-hi' category, the brand conducted a survey on home drinking trends as consumers transitioned past the Golden Week holidays and headed into the rainy season.
## Insights into Post-Golden Week 'Home-Time'
In a survey of 1,000 men and women aged 20 to 60 who drink at home at least once a month, 77.8% indicated that they would spend more time at home following Golden Week. While factors like inflation and a growing frugality mindset were cited as primary reasons for staying in, the survey highlighted that sugar-free chu-hi has firmly established itself as a preferred alcoholic beverage, ranking just behind beer.
## Sugar-Free Chu-Hi: A Staple for the 'Second Drink' Onward
The survey revealed that sugar-free chu-hi significantly outperforms highballs and wine as a choice for both the first and second drink during home drinking sessions. Notably, it ranked third for the 'second drink onward' category, trailing only standard (sweet) chu-hi and beer. This highlights strong demand for sugar-free options as the drinking session progresses. Fans of sugar-free chu-hi frequently cited attributes like 'refreshing' and 'goes well with meals,' proving that the product aligns perfectly with consumer demand for 'unobtrusive' drinks rather than those with strong, polarizing flavors.
## Consumer Sentiment Toward Home Drinking
With over 80% of consumers feeling that they want to 'cherish' and 'enrich' their time spent drinking at home after the holidays, sugar-free chu-hi has emerged as an ideal partner for relaxation and small, personal rewards. Among those who prefer Hyouketsu Sugar-Free, 90% explicitly stated that they love home drinking, indicating a strong core fan base. Moving forward, Kirin Beer remains committed to revitalizing the overall market by providing high-quality RTD products centered around the Hyouketsu Sugar-Free brand, directly addressing the evolving needs of its consumers.
FAQ
Why is Kirin Hyouketsu Sugar-Free so popular?
Consumers appreciate its refreshing taste, its compatibility with meals, and its lack of sweetness, making it very drinkable.
Does home drinking increase after Golden Week?
According to the survey, 62.5% of respondents said it increases, driven by budget consciousness and the desire to refresh at home.
Who is the target audience?
The survey targeted men and women aged 20-60 who drink at home at least once a month, indicating widespread popularity across various demographics.