Nutrition/Health Session
Takayuki Kosugi, Value Creation Department, SAPPORO BREWERIES LTD, 10 Okatohme, Yaizu, Shizuoka, 425-0013 Japan
Co-author(s): Tsutomu Yamaki, Yoichi Kozaki, Kiyoshi Takoi, Toru
Shioi, and Junji Watari, Value Creation Department, Sapporo Breweries
Ltd., Yaizu, Japan
ABSTRACT: In Japan, the 0.00% alcohol beer market has
grown in the last two years, in contrast to the shrinking alcoholic beer
market. This is presumably due to the health habits and negative views
toward alcohol among average Japanese consumers. The market is expected
to show further growth, so major Japanese breweries are making efforts
to develop technologies and products in this category. Almost all of
these products have focused on drinkability, low bitterness, and light
body to appeal to light consumers of beer. As a result of our market
research, however, we found that approximately 30% of consumers of
non-alcoholic beer are regular consumers, and they were not satisfied
with the flavor and quality of these products. Therefore, we have
developed our product with the aim of achieving the bitterness and body
of regular beers. We investigated the correlations among bitterness,
flavor, and stability in non-alcoholic beer and found that gushing
volume is related to the volume of bitter ingredients. In this
presentation, we describe the knowledge obtained from the development of
our 0.00% alcohol beer product and our additional efforts to achieve
more authentic beer flavor and enhanced quality.
Takayuki
Kosugi graduated from Kobe University with a master’s degree in
biological and environmental science in 2001. He began working for the
quality control and research section in Kizakura Breweries Ltd. He then
joined the Product & Technology Development Center of Sapporo
Breweries Ltd. in 2005. He has been engaged in new product development.
VIEW PRESENTATION 181
