The Shock of "152 Yen Beer" - Don Quijote's "Overly Plain" Packaging Strategy and the Story Behind the Low Prices

1. Introduction: The "Palace of Cheapness" Challenges Beer Market Restructuring

• Why is 152 yen the "Magic Price"?

• Current Situation of Average Beer Prices and Household Burden in Japan

• Young People's Shift Away from Beer and Don Quijote's Customer Baseppih.co.jp

2. Product Overview and Specifications

Excerpt from PDF Releaseppih.co.jp

3. The Aim of the "Too Plain" Package

1. Minimizing Ink Costs and Printing Processes

2. Logistics Optimization(Hybrid Packaging of Cardboard × Film)

3. Visual Differentiation— A Reverse Idea Where "Plain" Stands Out Among Flashy Cansitmedia.co.jpitmedia.co.jp

4. Brand Strategy Shift— Intentionally Small PB Logo, Emphasizing "Price = Value"
   
   

4. Development Story: Ideas Born from a Vietnam Visit

• Encounter with a Plain Sample Can

• The Mission to Create a "First Beer" for Those Who Dislike Beer

• Balancing Don Quijote's "Aggressiveness" and "Cost Performance"ppih.co.jp
  
  

5. Taste Review and User Feedback

"It's as light as watered-down beer but satisfying with 6% alcohol content."
"There's a chemical smell, but considering the price, it's sufficient."
— Excerpt from Blog Reviewrinsh.hatenablog.com

• Mild Bitterness and Dry, Easy to Pair with Meals

• Clean Aftertaste, Easy for Beginners to Drink
  
  

6. Comparison with Ultra-Cheap Beers from Overseas Discounters

Even overseas, "Cheapness × Plain Design" is a standard cost-cutting method, and Don Quijote has optimized it for the Japanese market.

7. Liquor Tax and "Real Beer"

• Basic Organization of Malt Ratio, Alcohol Content, and Liquor Tax Amount

• Even at 152 yen, it's Genuine Beer, Not "Third Beer"

• Price Fluctuation Predictions Due to Liquor Tax Revision Scheduled for 2026
  
  

8. Marketing: Spreading the "No-Brand Feel" on SNS

• TikTok Official (@donki_sake) Vertical Video Strategy

• Inducing UGC with "#DonkiBeerChallenge"

• The Irony of a "Non-Flashy" Design Being Photogenic
  
  

9. Purchase Guide for Foreign Tourists

1. Age Verification: Drinking Under 20 is Prohibited by Law in Japan

2. Carry-On Limit: Duty-Free Allowance for Alcohol on International Flights

3. Payment: Many Stores Accept Alipay/WeChat Pay

4. Cooler Bags: Recommended to Maintain Quality Until Hotel Arrival in Summer
   
   

10. The Psychology of Package Design

• The Assurance of "Generics": Commonalities with White Packages Used by Overseas Drugstores

• Reduction of Cognitive Load: Reducing Information to Speed Up Purchase Decisions

• Flashing Effect: Theory That Neutral Colors (Gray) Stand Out in Flashy Environments
  
  

11. The Paradox of Sustainability and Cost-Cutting

• Reducing Cardboard Usage with Film Packaging

• Aluminum Can Recycling Rate and Environmental Impact

• The Potential of Eco-Branding Shown by "Plain Cans"
  
  

12. Future Prospects

• Series Expansion: Derivative Products Like IPA, Dark Beer?

• Internal Plan to Sell 50 Million Cans by 2025 (According to Insiders)

• Scenario of PB Beers Capturing Market Share and Major Manufacturers' Countermeasures
  
  

Conclusion

"Passion Price Lager Beer"

• Price Disruption(152 yen)

• Design Stripped to the Extreme

• UGC Spread from SNS
  
  
  

With a triad strategy, it directly confronts the structural issue of young people's "shift away from beer." Based on successful examples from overseas discounters, Don Quijote's innovation lies in combining Japan's unique legal system and consumer insights. For inbound tourists, it also holds great appeal as an "affordable and topical Japanese souvenir."

The beer market is moving from the dominance of big brands to an era of "PB competition"—the emergence of Don Quijote's 152 yen beer symbolizes this momentum.

List of Reference Articles

1. PPIH News Release "A Real Cup Fighting High Prices with 'Surprising Deliciousness' at the Lowest 152 Yen: Birth of 'Passion Price Lager Beer'" (2025-06-06)ppih.co.jp

2. ITmedia Business Online "Don Quijote's '152 Yen Beer' Gradually Gains Popularity: The Deep Reason for Its 'Too Plain' Appearance" (2025-06-28)itmedia.co.jp

3. Same as Above (Details on Page 2/4)itmedia.co.jp

4. Personal Blog "Review of Don