Shipments of beer and "happoshu," a low-malt, low-cost, beer-like beverage, rose 3.5 percent in February from a year earlier to 434,770 kiloliters, according to data released Tuesday by Japan's five top brewers.
The increase followed a 2.2 percent drop in January, according to reports by Asahi Breweries Ltd., Kirin Brewery Co., Sapporo Breweries Ltd., Suntory Ltd. and Orion Breweries Ltd.
Shipments of happoshu, which is similar to beer in taste and appearance but cheaper due to lower liquor taxes on it, climbed 28.7 percent for the 69th straight increase to 189,026 kiloliters in February. Discounting campaigns apparently helped boost sales.
Happoshu accounted for 43.5 percent of the total beer and happoshu market, the first figure over 40 percent, the data showed.
On the other hand, shipments of beer skidded 10 percent to 245,744 kiloliters, marking the 23rd consecutive month of decline.
"The growth in happoshu shipments was more than expected. But its ratio in the total market will not exceed the 50 percent line so easily, because shipments of beer are expected to increase toward the summer," said a Kirin spokesperson.
Asahi, Japan's No. 1 seller of beer and happoshu and the only one that releases statistics on its own monthly sales, said its overall shipments of beer and happoshu increased 3.3 percent to 163,788 kiloliters.
Its "Honnama" happoshu enjoyed steady demand, pushing the total shipments to a record high for the month of February, it said.
The four other brewers release only the combined figures of the five firms.
Suntory said its "Sokai Jikomi" happoshu was doing well as its total shipments reached a record high for the month.
Kirin and Sapporo also saw happoshu help their total shipments increase, while beer shipments remained slack.