Hasta La Gadget!

One of the big trends of last year was the zero alcohol beer craze, bucking the tide of falling alcohol beverage sales. As the Japanese population continues to decline and as consumers seemingly react to deflation by always demanding lower and lower prices, the pessimist’s outlook is that only cheap beers sell. And it doesn’t come any cheaper than fake beer or non-alcoholic “beer”.

Now the likes of Kirin Free et al have been joined by a new contender, a non-alcoholic Umeshu drink. Choya’s Yowanai Umeshu (literally, “don’t-get-drunk Umeshu”) hits the shelves from mid-March and, despite containing no alcohol at all, its makers claim it tastes just like regular plum liqueur.

Umeshu is particularly popular with female drinkers so perhaps, now that the men are all guzzling zero alcohol beer, the ladies will be enjoying the sweeter Choya, and with no hangover.

A 350ml can is going to retail at a mere 150 yen (about $1.80) and a day after its release Sapporo’s new non-alcohol beer product, Premium Alcohol Free, will also be on the market. This trend just keeps on growing.