Female customers toast with beer at a restaurant in Tokyo, Japan, August 29, 2017. Picture taken on August 29, 2017. REUTERS/Kim Kyung-Hoon
TOKYO (Reuters) - Faced with a shrinking beer market at home, Japanese brewers are shoring up sales by targeting women with a range of fizzy, fruity canned cocktails, but the strategy hasn't been without some hiccups along the way.
Traditional disapproval of women drinking in public has faded due to social change, with more women in the work force, earning money to spend any way they want.
Already a subscriber? Log in
Save 30% OFF The Star Digital Access
Cancel anytime. Ad-free. Unlimited access with perks.
