"Kidsbeer" Catches on in Japan

From Japan Today:

SAGA — "Kidsbeer," a nonalcoholic brew aimed at children, is catching on with young drinkers and is posting monthly shipments of 75,000 bottles, according to its maker Tomomasu Co.

The beverage, which uses the Latin American plant guarana as an ingredient, sells for around 380 yen per a 330-milliliter bottle, which is colored brown to make the drink look even more beer like, the company said.

According to the article, the advertising tagline for "Kidsbeer" is, "Even kids cannot stand life unless they have a drink." So much for the blissful naiveté of childhood.