Beer in Japan has been on a steady decline in volume terms for the past ten years, and beer manufacturers in the country are working against this trend with several strategies. Focusing on the premium beer segment is one successful strategy as Japanese consumers are choosing quality over quantity. Beer manufacturers are also using convenience stores such as 7-Eleven and Lawson as test markets for different promotions and flavors. Finally, the craft beer market in Japan is small but growing, mirroring the expansion of the craft beer market in the US.
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