The notable consumer preference for beer makes it a key focus in the Japanese hospitality industry. Beer’s continued dominance emphasizes the importance of developing an in-depth understanding of consumer behavior around one of the nation’s favorite drinks among brands, suppliers and operators looking to strengthen their market position. For these reasons, the latest findings from CGA by NIQ’s On Premise User Study (OPUS) reveal compelling insights into the consumption patterns and brand loyalty of beer drinkers in Japan’s On Premise sector.