New York – Japanese alcoholic beverage makers have entered the growing U.S. market for ready-to-drink (RTD) products, including those known as canned chūhai in Japan, but not canned beer. While U.S. consumers are steering away from alcohol amid the soaring cost of living and rising health consciousness, RTD beverages are increasing their presence. According to British beverage market research firm IWSR, yearly alcohol consumption in the United States fell by 1%, on average, between 2015 and 2025, with beer and wine seeing significant declines in recent years.
On the other hand, the consumption of RTD products, mostly canned beverages that are premixed and ready for immediate consumption, grew by an average of 14% per year during the same period. The popularity of RTD products was ignited by the introduction of hard seltzers, which are carbonated alcoholic beverages that are not as sweet as other RTD options. According to IWSR President Marten Lodewijks, hard seltzers became a hit among U.S. consumers looking for an alternative to beer.
Last year, RTD products accounted for 8% of all alcohol servings in the country, up from 2% in 2015. The market size reached $22 billion. In light of the growing popularity of RTD products, Japanese companies have introduced U.S. versions of popular RTD products in Japan.
In 2023, Suntory Holdings started selling its -196 Vodka Seltzer series in some U.S. states. The drinks became available nationwide in 2025. Asahi Group Holdings released Zeitaku Shibori products tailored to the U.S. market last December, while Kirin Holdings started selling some Hyoketsu products in March.
Although RTD products currently hold only a small share of the U.S. alcoholic beverage market, Japanese makers believe that these products are promising and are rushing to establish foundations for sales in the United States, at a time when alcohol consumption in Japan continues to decline. IWSR’s Lodewijks, however, highlighted fierce competition within the RTD market, saying that although there are a lot of RTD brands in the United States, only a few have been successful. He also warned that the growing presence of RTDs could cause sales declines for beer and other makers.
Lodewijks added that Japanese beverage makers have “done very well” by associating their RTD products with Japanese food but added that they “haven’t really gone beyond that.” Citing the rise of tequila as a symbol of Mexican culture, he added that Japanese beverage makers’ success hinges on whether their products can represent Japanese culture as a whole, including movies and music, because a simple link to Japanese cuisine has limited effects.
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