Is Sugar-Free Chuhai an Exception to Youth Drinking Decline? KIRIN’s Hyoketsu Unkar Expands Its 20s Fanbase

Sugar-Free Chuhai: A Trend Among Young Adults?

The Kirin Brewery Company, led by President Hideki Horiguchi, has seen tremendous success with its sugar-free chuhai, Hyoketsu Unkar, since its launch in 2020. This innovative beverage is crafted without any sugars or sweeteners, offering a refreshing fruit flavor without the sweetness.

In just three years, the Hyoketsu Unkar series has surpassed 1.8 billion units sold, making it the fastest-selling ready-to-drink (RTD) brand in Kirin's history over the last two decades. This achievement has positioned it as the leading brand in the RTD segment, driving growth in the sugar-free chuhai category.

Interestingly, research indicates that the purchase rate of sugar-free chuhai among 20-somethings has surged fivefold in the last five years, suggesting that young adults are increasingly favoring these beverages. To explore this trend further, a survey was conducted with 1,000 young professionals in their 20s regarding their drinking habits.

Insights from the Survey

When asked about their thoughts on sugar-free chuhai, around 60% expressed that they believe the trend is popular, and many identified themselves as fans of these beverages. Respondents noted various appealing qualities of sugar-free chuhai; one young man emphasized its unique refreshing taste that’s hard to find elsewhere, while a first-year female worker appreciated the absence of guilt associated with drinking it. A third-year female professional highlighted the variety of flavors available and noted its compatibility with both solo enjoyment and meals.

Moreover, the survey revealed that young drinkers are selective about their beverages, often changing their choices based on the situation or mood. This reflects a desire for a drink that fits their current self-image, moving away from the traditional 'just one drink’ mentality.

Sugar-Free Chuhai Trends

Since the launch of Hyoketsu Unkar, its market share has increased dramatically, from 4.1% in 2020 to 20.9% in 2025—an approximate fivefold growth. Approximately 50% of consumers report drinking sugar-free chuhai, highlighting its broad acceptance despite the overarching trend of decreased alcohol consumption among youths. Among those who purchase RTDs weekly, more than 92% have chosen sugar-free chuhai recently.

In the past five years, the range of sugar-free chuhai products has expanded by nearly seven times, now featuring a variety of flavors beyond just lemon. This diversity in offerings is contributing to its rising popularity among younger consumers.

Understanding Young Professionals' Choices

To further understand the dynamics of young professionals and their alcohol consumption, the survey explored preferences between different drinking environments: social versus solitary.

For outings, factors such as taste, price, and ease of drinking ranked high, while choices for home drinking diverged to focus more on personal preference and flavor compatibility with food. Interestingly, 63.7% of 20-somethings indicated they change what they drink based on the social setting, while 67.1% select according to their mood, suggesting a deliberate approach to alcohol consumption that prioritizes personal experience.

The survey also revealed that for this demographic, sugar-free chuhai is not just a readily available option; it is seen as trendy and desirable. The allure of sugar-free chuhai extends beyond its low-calorie appeal; many appreciate its refreshing taste and compatibility with different dishes.

Market Trends and Conclusions

The analysis underscores an intriguing shift in the beverage preferences of young adults. Kirin's Hyoketsu Unkar has emerged as a leading contender in a new category that caters to a generation that is less inclined to traditional drinking habits yet seeks modern, enjoyable experiences.

As the sugar-free chuhai category of the market continues to grow, companies are strategically expanding flavor options to attract and maintain the interest of young drinkers. The data suggests that this beverage is becoming a staple for many young adults, who are choosing it not just for its low-sugar benefits but for its overall enjoyment and compatibility with their lifestyles.