日傳統啤酒銷路下降

Recently the Yomiuri News reported the following:
ビール大手５社が１２日発表した２０１１年上半期（１～６月）のビール類の総出荷量は前年同期比３・５％減の２億３２万ケース（１ケース＝大瓶２０本換算）で、上半期としては２年連続で過去最低を更新した。
　ハイボールや低アルコール飲料の人気に押され、東日本大震災後の「自粛ムード」で業務用を中心に需要が落ち込んだことも響いた。
　メーカー別の市場占有率は、低価格で人気の「第３のビール」の「クリアアサヒ」などが好調だったアサヒビールが３７・８％と、２年連続の首位。キリン、サントリー、サッポロ、オリオンと続いた。
　種類別では、ビールが前年同期比４・８％減の９６０４万ケース、発泡酒は同１２・５％減の３２６４万ケース、「第３」は３・２％増の７１６４万ケースだった。全体に占める割合は、ビールが４７・９％と上半期として最低だったのに対し、「第３」は過去最高の３５・８％に伸び、消費者の低価格志向が鮮明だ。年間でもビールが初めて５０％を下回る可能性が高まっている。
(試譯文)
Five beer major companies had announced on the 12th that total shipment of beer in the first half of 2011 (January - June) was 200.32 million cases, when compared to the previous year it was a 3.5% decrease (one case =20 large bottle in conversion), being a new low in a row for the first half of a year in the past 2 years.
The demand in business use had decreased because of the "Self-imposed control mood" after a East Japan great earthquake; while the popularity of the highball and low-alcohol drinks was pushed up.
In terms of market-sharing according to the manufacturers, Asahi Breweries Ltd. that had the "Clear Asahi Breweries, Ltd." etc. producing the popular low-priced "Third category beer" was good, it had 37.8% and was 2 years in a row in the head position. It was followed by the Kirin, the Suntory Limited, the Sapporo, and the Orion.
By individual categories, the beer was 96.04 million cases, corresponding to the previous year it was a 4.8% decrease; for the low-malt beer it was 32.64 million cases being a 12.5% decrease; "The 3rd" was 71.64 million cases, being an increase of 3.2%. As for beers by percentage in total, beer was 47.9% in the first half of the year, being a new low in comparison; as for "The 3rd", it expanded to a new height at 35.8%; consumer's low-priced intention was clear. The possibility that the beer would fall below 50% for the first time in one whole year had increased.


It seems that the beer consumption pattern in Japan is changing.