Drinking has long been a part of Japan’s corporate culture, but a wave of sober-curiosity is challenging tradition. As teetotalers become more normalised thanks in part to high-profile non-drinkers, there’s space for brands to create non-alcoholic drinks and experiences that rival the real thing.

Lockdown has further dampened sake’s ongoing decline in sales, and the wine is proving unpopular with younger drinkers. With sake’s high sugar content, old-fashioned aesthetic, and limited variability no longer appealing, an industry refresh could help to better align with people's drinking habits.

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.

As craft culture booms and people's drinking habits are transformed, many are looking to explore alternative beverages that fit their lifestyles. PRESS, a female-founded hard seltzer brand, is appealing to discerning Gen Yers through its unique flavors and premium positioning.