Japanese brewers are turning to overseas markets as a new revenue source as the domestic market has become saturated, with Suntory Ltd. aiming for a 70 % jump in sales and Kirin Brewery Co. seeking a 10 % hike, Asia Pulse Pte Ltd. Reported on October 8.

Suntory, which currently operates three breweries in the coastal area of China, is considering acquiring breweries in inland regions in 2004 and afterward to boost its sales in the country to 500,000kl by 2006, up 70 % from 2002.

The overseas sales increase target is a modest 10 per cent for Kirin in the same four-year period, but the target in terms of volume, at 2.6 million kiloliters, is much larger than Suntory's.

Kirin hopes the business cooperation arrangements with its group member brewers, including San Miguel Corp. of the Philippines and Lion Nathan Ltd. of Australia, will help the company hit the sales target. Kirin has seen its overseas sales of beer increasing 2-3 % in recent years.

Asahi Breweries Ltd., the largest brewer in Japan, plans to raise its overseas beer sales from 530,000kl in 2002 to 600,000kl by 2006.

10 October, 2003