#Japan #Asahi Super Dry #Kanto #Corona Cero #AB InBev

The Rise of Non-Alcoholic Beer Commercials in Summer

As the summer sun blazes, brands in the beverage industry are taking notice of a changing trend among adults searching for non-alcoholic options. NovaSell, a marketing analytics firm, places a high emphasis on the metrics such as ‘branded search’, which indicates how effectively a commercial can drive searches for a brand.

For NovaSell, the branded search score is calculated based on the increase in search volume immediately before and after a commercial airs, divided by the number of impressions. This score acts as a critical metric in assessing the efficacy of marketing strategies, especially during peak seasons like summer.

In August 2025, we witnessed a significant surge in interest in non-alcoholic drinks, leading to the announcement of the top five non-alcoholic drink commercials based on their branded search score across Japan's Kanto region. Here’s a brief overview of these companies and their ads which have captured the audience’s attention:

1. AB InBev Japan - Corona Cero
Topping the list is the Corona Cero commercial, which showcases the refreshing experience of a non-alcoholic beer set against a stunning sunset. The ad emphasizes that this drink captures the refreshing taste of Corona Extra while using a lime wedge, enhancing the experience visually and sensorially. The ad's vibrant colors and relaxed ambiance make it particularly appealing.

Watch the commercial here.

2. Asahi Beer - Asahi Super Dry
Taking second place, the Asahi Super Dry commercial features actress Masami Nagasawa, who highlights the luxury of enjoying a chilled Super Dry at home, much like in a restaurant. The visual emphasis on the frosty beer, alongside the specialized tumbler, creates a compelling image of premium home dining.

Watch the commercial here.

3. Kirin Beverage - Nama Cha
Third is the Nama Cha commercial, which presents actress Natsuki Deguchi enjoying the soothing aspects of urban scenery. The ad promotes the brand's clean essence and quality, embedding the theme of feeling good in one's surroundings.

Watch the commercial here.

4. Suntory Foods International - Iyemon
The fourth-ranking ad features a study on the health benefits of Suntory's special tea, represented by actors Masahiro Motoki and Moeno Kamishiraishi. The ad creatively depicts how everyday walking routine and drinking this tea can help reduce body fat, using visuals and narration for clear messaging.

Watch the commercial here.

5. Suntory - -196
Lastly, the -196 commercial showcases actor and singer Ryo Nishikido visiting a muscat grape farm. He experiences the flavors and freshness of the non-alcoholic -196 Muscat drink, blending storytelling with engaging visuals and a lively musical score in the backdrop.

Watch the commercial here.

Branded Search Scores Revealed

The commercial for Corona Cero took off in search volume coinciding with its marketing efforts in late July 2025. The findings elucidate a spike in interest that bridged into August, effectively leveraging the marketing's timing. The metrics revealed that while searches for Corona Cero surged, inquiries about other non-alcoholic brands followed identifiable trends, advocating for varied marketing strategies that encourage specificity in cravings and preferences across demographics.

The appeal of these non-alcoholic options resonates deeply during the summer months, reflecting a larger societal shift in consumer preferences towards healthier and alcohol-free beverages. Notably, the differences in keyword searches reveal distinct audience demographics, indicating that 60% of those searching for Corona Cero were male, contrasting with a more varied ratio for non-alcoholic beers overall.

Conclusion

As summer progresses, the beverage industry's focus on non-alcoholic options like Corona Cero aligns with emerging trends highlighting consumer preferences. With the commercial landscape being dominated by offerings that resonate with adult consumers actively seeking enjoyable alternatives, NovaSell continues to analyze and share key insights on marketing efficacy and consumer behavior in the evolving beverage marketplace.

If you're curious about more data and recent rankings, you can check out NovaSell's website for further information and insightful articles. NovaSell Insights

About NovaSell

NovaSell is an AI-based agency that synthesizes marketing expertise with innovative technology to provide comprehensive marketing strategies, creative solutions, and insightful analytics to enhance brand visibility and profitability.