Recent Study: Cider/Perry in Japan
Cider/perry was mostly consumed by young females and expatriates in Japan. Young females who just started to drink alcoholic drinks and do not like the bitter taste of beer and high ABVs found in other spirits were inclined to drink cider both at home and in on-trade establishments, thanks to its sweet flavours and low ABV. Cider was faced with fierce competition from RTDs, which aggressively offered sweet flavours with low ABV at cheaper prices. The on-going migration of the...
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