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Alcohol appears in the earliest historical records. 3rd-century Chinese records describe the inhabitants of Japan as being fond of their liquor and this remains little changed today. Consumption of sake was overtaken by that of beer around the beginning of the 20th century. In recent years, beer and its cheaper relations happoshu and so-called "third-category beer" account for over 75% of alcohol consumption. Overall, per capita alcohol consumption has been in decline from a peak of 80 liters - that's more than 21 gallons - a year in 1999 and was around 74 liters in 2006. A generation of young Japanese had grown up in difficult economic times and were inclined to go for cheaper drinks or avoid alcohol altogether. But there are still a huge variety of different places to go out for a drink. Most are also places to eat as the western idea of the stand-up pub is relatively new to Japan. When is a Beer Not a Beer?Japanese major beer brands - the top two are Asahi and Kirin, followed by Suntoryand Sapporo with a quarter of the market between them - are known worldwide. The biggest breweries produce a range of top-selling beers, such as No.1 seller Asahi'sSuper Dry, Sapporo's Black Label and Ebisu, Kirin's Lager and Ichiban Shibori and Suntory's Malts. In addition, they sell dozens of 'seasonal' brands for a few months at a time. These are generally lagers and easily outsell other brands such as stout (black beer). Appealing to the increased health consciousness of the Japanese consumer, terms like "zero calorie" and "low alcohol" have become marketing buzzwords. Happoshu (low-malt beer), has become more popular recently due mainly to the fact that it's significantly cheaper than regular beer. Happoshu typically retails for ¥30-40 less for a standard 350ml can because the low malt content puts it in a lower tax category. Sales of happoshu accounted for over a fifth of the beer market in recent years thanks also to heavy marketing. Taking a growing chunk of the market is "third-category beer." Made with malt substitutes like soybeans, corn and even peas, it has a taste close to that of regualr beer but at an even cheaper price thsan happoshu. Economic worries have led more Japanese consumers to consider price more carefully, and as the new alternatives are considerably cheaper, they have seen their share of the beer market grow to almost 30% in 2009. Korean-made third-category beers such as Muginosuke or Prime Draft can be had can be had for less than ¥100 a can. Meanwhile regular beer fell below the 50% market share level for the first time ever. The bigger breweries also produce other alcoholic beverages such as whisky, wineand shochu as well as soft drinks. |
Type APeople with blood type A have a deep-rooted strength that helps them stay calm in a crisis when everyone else is panicking. However, they tend to avoid confrontation, and feel very uncomfortable around people. A types are shy and sometimes withdrawn. They seek harmony and are very polite, but all the same feel that they never really fit in with others. A types are very responsible. If there is a job to be done, they prefer to take care of it themselves. These people crave success and are perfectionists. They are also very creative, and the most artistic of all the blood types, most likely because of their sensitivity.
Type BPeople with blood type B are the most practical of the blood groups. They are specialists in what they do. When they start a project, they spend extra time understanding and trying to follow directions than others might. When they are doing something, all of their attention is focused on it. They tend to stick to a goal and follow it through to the end, even if it seems impossible. They tend to be less than cooperative, as they like to follow their own rules and their own ideas. They are individualists. B type people pay attention to their thoughts a little more than their feelings, and therefore can sometimes seem cold and serious.
Type OPeople with blood type O people are outgoing, energetic and social. They are the most flexible of the blood types. They easily start up projects but often have trouble following through because they give up easily. They are flighty and not too dependable. O types always say what's on their mind. They value the opinion of others and like to be the center of attention. Also, people with O blood are extremely self-confident.
Type ABPeople with blood type AB are hard to categorize. They can have characteristics on both ends of the spectrum at the same time. For instance, they are both shy and outgoing. They easily switch from one opposite to another. AB people are trustworthy and responsible, but can't handle it when too much is asked of them. They don't mind doing favors or helping out, as long as its on their own conditions. People with this blood type are interested in art and metaphysics.