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Japan's Chu-Hi Conquers US Market
18 Apr
Summary
- Global RTD market grew 1.8 times, reaching $44.5 billion in 2026.
- US RTD market surged 2.5 times, now valued at $21.3 billion.
- Japanese brands like Kirin and Suntory are leading US expansion.
Japanese canned chu-hi, a type of ready-to-drink (RTD) alcoholic beverage, is making significant inroads into the United States market. This trend is fueled by younger consumers who appreciate the convenience and ease of consumption offered by these products.
The global RTD market has expanded substantially, growing 1.8 times to reach $44.5 billion by 2026. The U.S. market, in particular, has shown remarkable growth, expanding 2.5 times to $21.3 billion in the same period. Japan and Australia also represent significant markets.
This surge in the U.S. follows the popularity of hard seltzer during the pandemic, which increased at-home drinking and a focus on lower-calorie options. Japanese beverage giants like Kirin Holdings, with its 'Hyoketsu' brand, and Suntory Holdings, with its '-196' line, are actively introducing and adapting their products for American palates.
Suntory, leveraging over a century of beverage expertise, has introduced flavors like peach and strawberry to the U.S. market, in addition to its traditional lemon. Asahi Group and Sapporo Breweries are also expanding their canned chu-hi offerings in North America, signaling a growing presence of Japanese flavors.
