When can you have too much of a good thing?
That¡¯s the question being asked by Japan¡¯s alcohol industry, where two of the country¡¯s four major makers have taken the unusual step of retreating from a lucrative and growing market: strong premixed drinks.
Booze sales have famously been in a steady decline for years as the population ages and the ranks of sober-curious grow, but that skid is mostly observed in beer. The ready-to-drink (RTD) sector ¡ª epitomized by ³¦³ó¨±³ó²¹¾± canned cocktails that combine fruit flavorings, sparkling water and a shochu or vodka base ¡ª has been growing almost nonstop for over 15 years.
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