After conducting a survey of people’s drinking habits, beverage-maker Kirin discovered that Japanese people in their 20s just weren’t drinking as much as their elders. While for many this would be an optimistic sign that the younger generation is becoming a group of sober and hardworking members of society, for those in the alcohol business it’s a sucker punch to the bottom line.
So, in an effort to keep younger drinkers off the wagon, Kirin is meeting them 99 percent of the way by offering a line of drinks aptly named “Butterfly” which contain only one percent of alcohol by volume.