Recent studies emphasize the relationship between corporate social responsibility (CSR) and profitability. According to the“ do well by doing good” (DWDG) proposition, a company can make a profit while also solving social problems. This study examines the case of Kirin Free, a non-alcoholic beverage that tastes like beer, developed and patented Kirin Brewery Company Ltd. This product has created a new market for non-alcoholic drinks in Japan, as it is the first of its kind, introduced with the intention of addressing drunk driving cases. However, an increase in the sales of such beverages would pose social problems such as underage drinking and drinking during pregnancy. (This work was supported by Japan Society for the Promotion of Science [JSPS] KAKENHI [Grants-in-Aid for Scientific Research], Grant Numbers 26380453)
