During our month-long journey through Japan, Douglas and I braced ourselves for the famed drinking culture synonymous with the country’s office workers. We anticipated an environment where alcohol played a central role in all gatherings, and where non-alc options were few and far between. While our experience in Hong Kong was somewhat closer to that picture, Japan revealed a surprisingly diverse drinking culture, one where alcohol alternatives were not just present but abundant and varied.
From bustling city centers to quiet neighborhood streets, we discovered a plethora of non-alc spirits, wines, and beers in unexpected places. Convenience stores like 7/11 and local grocers were treasure troves of choices. Most prevalent were non-alcoholic beers from popular brands like Asahi, Kirin, and Suntory. We also saw an array of ready-to-drink options from Suntory, from non-alc cocktails to their “Chilling” line of GABA and L-theanine-powered relaxation beverages (not to be confused with Chill Out, a GABA beverage with hemp seed extract via Coca-Cola Japan). Adjacent to these non-alcoholic options, we also found a wide selection of low ABV beverages, like Suntory’s 3% ABV Horoyoi Cocktail Peach. That quickly became a favorite of mine.
Suntory launched its Chilling line in May 2023
Beyond the aisles of 7/11, one of our standout experiences in Tokyo was a visit to Shibuya’s SUMADORI Bar, an establishment that epitomizes ABV optionality. We located this one on Zero Proof Nation’s Global Map, which tracks non-alc bars and retailers worldwide. At SUMADORI, you can choose from over 100 types of drinks, with the ability to select your desired alcohol content for all of them (0%, 0.5%, or 3% ABV). The flexibility and creativity was remarkable. We indulged in a few 0% ABV cocktails and sampled a flight of whiskeys at each ABV level.
Another memorable stop in Tokyo was the Low Alcoholic Cafe MARUKU, nestled in the Meguro City neighborhood. This quaint cafe stood out with its selection of non-alcoholic beverages sourced from Europe, the US, and beyond. MARUKU’s owners were kind enough to open early just for Douglas and me, and we enjoyed Tanqueray 0.0 cocktails and Bravus Oatmeal Stouts as we learned more about the cafe’s origins (via heavy use of our Google Translate app). The cafe’s relaxing atmosphere and diverse offerings make it a perfect spot for those seeking a different kind of drinking experience in busy Tokyo.
Low Alcoholic Cafe MARUKU in Tokyo’s Meguro City neighborhood
Japan’s non-alcoholic scene was a surprise, challenging my preconceived notions and offering a diverse palette for all types of drinkers. It reflects a broader shift in drinking habits and consumer preferences worldwide, indicative of the increasingly blurred line between alcoholic and non-alcoholic options. Japan, ever innovating, is an exciting landscape for those who want to explore the best of non-alc culture abroad.
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