Since Kirin launched Kirin Free back in April 2009, non-alcoholic beer has been a huge success in Japan. Now the other three major breweries, Asahi, Suntory and Sapporo, have all launched similar products. Suntory's All Free is the most popular and sales were up 23 percent in the first half of this year for the same period the year before.
To encourage further growth it seems that Suntory is now promoting the idea of All Free as a lunch-time drink during the work week. Last month they opened up the All Free Garden in Tokyo Midtown Roppongi for a limited 12-day run. Open from 11 a.m. to 5 p.m., office workers could pop by for a meal accompanied by a cool glass of All Free.
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