Convenience store operator FamilyMart Co. said Friday it will not raise the price of "happoshu" after a tax increase takes effect May 1.
According to recent research by FamilyMart, 90 percent of happoshu buyers also purchase food items. The convenience store chain does not want to alienate customers and hopes the decision will boost sales.
Seven-Eleven Japan Co. is considering a similar move, and industry observers said other convenience store chains will follow suit.
Major breweries have said they hope the planned tax increase will be reflected in the suggested retail prices, with 350-milliliter cans going up 10 yen and 500-ml cans costing 16 yen extra.
The government last raised the tax rate on happoshu, which is set lower than beer because of its low malt content, in 1996.