Beer consumption in Japan is changing—thanks to Millennials, who are both breaking tradition, and (like their peers in the U.S.) choosing craft brews over major brands.

Beer consumption in Japan is changing—thanks to Millennials, who are both breaking tradition, and (like their peers in the U.S.) choosing craft brews over major brands. Per capita consumption of beer in the country has dropped by 7% from 2010 to 2015, according to a study from Kirin. Millennials are skipping the custom of “daily ‘kanpai,’” when coworkers gather to drink beer after work, and more are choosing other beverages when they do go, like wine, whiskey and “kanchuhai” cocktails. The Japanese even have a name for the trend: “beerooh banareh,” which means “leaving beer.” (Canadian Manufacturing)