New Market Report Now Available: Spirits in Japan
Spirits contracted by 1% in total volume terms in 2012. This is mainly due to the continuous contraction of shochu, which accounts for 84% share of the category. The general trend of consumers to stay away from alcoholic beverages combined with the lack of innovative marketing activities led to the continuous contraction of shochu. In contrast to the declining trend of the overall category, many spirits such as whiskies, rum and tequila showed positive growth in 2012.
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