The price hikes so far in 2022 would cost the average household an extra 70,000 yen ($483) annually if they made the same purchases, a separate Teikoku Databank estimate suggests. Asahi was the first to promise rises of 7 to 17 percent on 162 products in April, which means a 350 milliliter can of Asahi Super Dry at a convenience store has gone from roughly 219 yen to about 230 to 240 yen. The three other big alcohol firms followed suit, as did smaller companies like Yoho Brewing Co., maker of the Yona Yona Pale Ale brand, which slapped 10 percent hikes on almost all of its products, and sake brewers such as Hakutsuru Sake Brewing Co., 150 of whose products are now 5 to 10 percent costlier. But with consumers set to feel the pinch, a survey by Kaku Labo, the market research arm of alcohol seller Kakuyasu, shows drinkers are split on whether they will cut back in response. In the September survey, 30.5 percent of the 525 respondents said they intend to save on alcohol, while 37.3 percent reported they intend to maintain their habits. Another 29.1 percent said they would decide once the changes come.
