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Japan's brewers learn how to make women drink more

To tap the female market, firms are focusing on fizzy, fruity canned cocktails and other mixed drinks

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Cute doesn't cut it: brewers had to learn that old marketing strategies based on gender stereotyping weren't going to persuade modern Japanese women to buy their drinks.

Tokyo

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...

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