The Japan News

Breweries eye cosmetics as consumers turn away from sake

Que serasera cosmetic products developed by sake brewer Nihonsakari for women aged 50 and older. Foto: Japan News-Yomiuri photo

Faced with falling sales as the prolonged coronavirus crisis nudges consumers further away from sake, Japanese brewers are looking to beautify their bottom lines by getting into the cosmetics business.

Some sake brewers already have a certain level of expertise in cosmetics production, having produced cosmetics using rice fermentation liquids and other by-products. However, the continued harsh business environment is making a shift into cosmetics a matter of urgency for some major companies...

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