Younger drinkers are increasingly shunning wine and beer in favour of a new generation of canned alcoholic beverages targeting Gen Z and Millennial tastes that skew citrusy and low-calorie.

Zero-sugar versions have helped the Hard Rated pre-mixed spirit brand push to the top of its category almost a year after its parent company, Asahi Beverages, was forced into a hasty revamp when regulators banned its predecessor Hard Solo for appealing to minors.