“Even kids cannot stand life unless they have a drink,” reads the product’s advertising slogan.

Kidsbeer, a non-alcoholic brew aimed at children, is catching on with young drinkers and is posting monthly shipments of 75,000 bottles, according to maker Tomomasu Co.

The beverage, one of whose ingredients is the Latin American plant guarana, sells for around 380 yen per 330-milliliter bottle. The bottles themselves are colored brown to make the drink look even more like its more potent counterpart, the company said.

The drink started out as Guarana, a cola beverage that used to be sold at the Shitamachi-ya restaurant in Fukuoka, run by 39-year-old Yuichi Asaba.