Yoko, a European beer loverFirst of all, how is happoshu different from beer?
I wonder if there is happoshu in Europe too...?
We will answer your questions!
- The differences between beer, happoshu, and new genre (third beer)
- Sales and Popular Products of Happoshu and New Genre (Third Beer) in Japan
- Are there any drinks like sparkling wine in Europe?
- The difference between Japanese happoshu and similar overseas beers
- European happoshu-style beer available on Rakuten and Amazon
Calling all beer lovers.
Have you ever thought about happoshu again?
Even if you drink happoshu casually on a regular basis, many people may wonder, "How is it different from beer?"
In this article, we will provide a wide-ranging explanation of Japan's happoshu and new genre (third beer), from the basics to popular products and similar drinks that can be enjoyed in Europe.
Author: MyakoI will also introduce the low-malt beer that the author, who actually lives in Europe, drinks there!
First of all, what are "happoshu," "new genre," and "third beer"?
What is "happoshu"?
Happoshu is a beverage that is classified in a different category from beer under Japan's Liquor Tax Law.It is made using less malt than the beer standard (50% or more) or ingredients other than malt (rice, corn, starch, etc.).
This means that the tax rate is lower than that of beer and it is also reasonably priced.
- Taste
The malt flavor is mild, allowing you to enjoy the diverse flavors of the ingredients. - Main features
They are inexpensive and many of them are refreshing and light to drink.
Popular happoshu products
In Japan, each happoshu manufacturer has developed their own unique products with great ingenuity. Below are some examples of particularly popular happoshu.
Popular Product ① Asahi Style Free
\ Zero sugar, popular among health-conscious people /
Pochip
Popular Item② Kirin Tanrei Green Label
\ For those who want 70% less sugar and a refreshing taste /
Pochip
What are "new genre" and "third beer"?
The new genre and third beer refer to the same thing.A new type of beverage developed to be even cheaper than happoshuis.
The following two manufacturing methods are mainstream:
- Uses ingredients other than malt: Main ingredients are soy protein, corn, etc.
- Adding spirits to happoshu: Produced with adjusted alcohol content.
These measures allow the tax rate to be kept even lower, making it more affordable than beer or happoshu.
- Taste
Depending on the ingredients used, there is a wide range of options, from light to rich. - Main features
There are many health-conscious products such as low-carb and calorie products.
Popular products in the new genre (third beer)
The third beer market is dominated by affordable and health-conscious products. Below are some of the most popular products.
Popular Product ① Suntory Kinmugi
It emphasizes the aroma and flavor of malt and goes well with food. It is reasonably priced and popular for home use.
\ Easy to drink and popular with a wide range of people /
Pochip
Popular Product ② Sapporo Mugi to Hop
A classic third beer product that pursues the richness and flavor of beer. Made with barley spirits, it tastes just like real beer.
\ Enjoy the richness and aroma of beer at an affordable price /
Pochip
Popular Item ③ Kirin Honkirin
It has a rich, full-bodied flavor, and is similar to beer in taste.
\ Good value for money and authentic taste /
Pochip
Summary of the differences between beer, happoshu, and new genre (third beer)
| Beer | Low-malt beer | New genre (Third beer) | |
|---|---|---|---|
| Main Ingredients | Malt, water, hops | Malt 501TP Less than 3T + auxiliary ingredients | Ingredients other than malt or spirits |
| tax rate | expensive | Moderate | Lowest |
| price | High | Affordable | Very affordable |
| Taste | Authentic wheat flavor | Mild malt flavor | Enjoy a variety of flavors |
| Features | High quality and stable popularity | A variety of flavors while complying with tax regulations | Strengths are health-conscious and low prices |
Happoshu and third beer each have their own appeal due to differences in tax systems and prices. Enjoy the fun of choosing the product that best suits your taste preferences and price range.
Author: MyakoBy the way, the author of this article likes happoshu and third beer, but he still prefers real beer...
The reason I love beer is the deep richness and aroma of the malt, the creamy foam, and the lingering aftertaste that lingers after you've finished drinking it.
However, when I was a student or when I was trying to save money, I was also very grateful for low-malt beer and third-type beer!
Sales of Japanese beer, happoshu, and new genre (third beer)
Due to its reasonable price, happoshu once dominated the beer market, but in recent years sales have been gradually declining due to the rise of a new genre of beer known as "third beer" and non-alcoholic beer.
Sales comparison (example of data for fiscal year 2023)
| market share | remarks | |
|---|---|---|
| Beer | 55% | It boasts stable popularity |
| Low-malt beer | 25% | Market share gradually declines due to taxation |
| New genre | 20% | Popular for its low price range |
Author: MyakoLooking at this table, I felt that beer was still the most popular drink, with a market share of more than half. This is proof of its enduring popularity.
On the other hand, happoshu, which seems to have been consumed more in the past, has seen its share drop to 25%. This is largely due to the current tax system, which has narrowed the tax rate gap between beer and happoshu.
And surprisingly, third beer is doing well! The low price has been well received, and 20% has taken market share, which I think is due to the support of people who are conscious about saving money.
Is there sparkling wine in Europe?
There are beers in Europe that are similar to happoshu.
In Europe, there is no legal category equivalent to Japan's "happoshu." However, there are beers like the ones below that are intermediate between beer and happoshu.
Although each may have similar characteristics to Japanese happoshu, they are not an exact match due to differences in ingredients and production methods.
- Light Lager
As a drink between beer and happoshu, there is lager, which has a low alcohol content and a refreshing taste. In Germany and the Czech Republic, it is widely consumed as a light beer, but it rarely uses less malt than happoshu. - Flavored Beer
Belgian "Fruit Lambic" and similar beers add fruit flavors to give them a fresh taste, but they are a type of beer and do not receive tax breaks like Japanese happoshu. However, the addition of fruit flavors can give the beer a lighter, easier-to-drink impression, so it can be enjoyed in a similar way to happoshu. - Low alcohol beer
In countries such as the Netherlands and the UK, low-alcohol beer is popular and can be considered to be in a similar position to happoshu. Low-alcohol beer, especially made for health-conscious consumers, has a low alcohol content and is easy to drink, so it can have a demand similar to that of Japanese happoshu.
The difference between Japanese happoshu and European happoshu-style beer
There are differences between Japanese happoshu and similar beers overseas, not just in taste, but also in their background and production methods.
| Japanese happoshu | European low-malt beer | |
|---|---|---|
| Main Objective | For tax benefits | Meeting diverse consumer tastes |
| Flavor | Unique light taste | Light malt flavour |
| price | Inexpensive | Affordable but a little more expensive than in Japan |
| Variations | Abundant | Varies by region |
European happoshu-style beer available on Rakuten and Amazon
We will introduce some beers that are easy to find in Japan and can be enjoyed like European happoshu.
Author: MyakoThese products can be easily purchased on sites like Rakuten and Amazon, so you can easily enjoy European flavors while in Japan.
Radler (Austria)
\ Perfect for those who want to drink it like juice /
Pochip
In southern Germany and Austria, a low-alcohol drink made by mixing beer with lemon juice and having an alcohol content of approximately 2.51 TP3T is called a "Radler."
It is becoming increasingly popular among young people in German-speaking Europe, and is so popular that it is consumed after cycling or jogging to replenish fluids and sugar. This "Radler" uses natural lemon juice, and is the only product with the name "Radler" in its name. Its refreshing taste makes it a great low-alcohol drink, especially in the summer, and is recommended for women.
It has a fruity, light taste like Japanese happoshu, and can be enjoyed casually. Although it is legally classified as a type of beer, it can be enjoyed in a similar way to happoshu in terms of taste and drinkability.
Lindemans Pecherise(Belgium)
\ Enjoy the sweetness of peach and the bitterness of lambic /
Pochip
Lindemans Pecheresse is not a sparkling beer, but a Belgian fruit beer. This beer is brewed using fruit, and has a particular peach flavour.
Fruit beers are usually made by adding fruit to the basic malt and hops of beer, or by bringing out the fruit flavor during the fermentation process. Lindemans Pecherise is this type of beer, and is different from happoshu and third beer.
While happoshu and third beer are primarily made using malt, sugar, and grains, fruit beer has a pronounced fruit flavor.
In terms of drinkability and lightness, it may be enjoyed in a similar way to Japanese happoshu.
【bonus】Sapporo's low-malt beer "Whiteberg" is delicious and has the best of both worlds.
Sapporo Whiteberg is a Japanese white beer (a wheat-based beer) that is classified as a happoshu (low-malt beer).
It has a fruity and light taste, especially with the addition of spicy and aromatic ingredients such as orange peel and coriander, making it easy to drink yet with a distinctive flavor, making it a recommended new type of happoshu. What's more, it uses malt from Belgium.
\ A low-malt beer with a fruity and refreshing taste /
Pochip
Sapporo Whiteberg has the characteristics of a white beer (use of wheat malt, fruity and spicy flavor), and is different from regular beers.Light and refreshing to drinkTherefore, it is popular among people who want a lighter taste than beer.
In addition, compared to other happoshu in the Japanese beer market, it has a wide variety of flavors and is unique,People who are not used to drinking beeror,Fruity beerIt is also recommended for people who want to enjoy.
Sapporo Whiteberg has the light and easy-drinking characteristics typical of Japanese happoshu, but with the addition of fruity and spicy flavors, it has an appealing balance that allows you to enjoy the flavors of overseas white beers and flavored beers.
\ The best of Japanese happoshu and foreign beer /
Pochip
summary
In this article, we have taken a detailed look at the differences between happoshu and third beer, as well as the characteristics of similar beverages in Japan and Europe.
Japanese happoshu is differentiated from beer by taxation and ingredients, and is appealing for its light taste and reasonable price. There are also light-tasting beers in Europe, and many of them can be enjoyed in a similar way to happoshu, and can be purchased on Rakuten and Amazon.
Check out the products that interest you and enjoy a new beer experience with ease!
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