Japan: Asahi aiming to increase sales of no-malt beer

Japan's Asahi Breweries Ltd. aims for a 33.6 percent increase in no-malt beer sales volume this year partly through the launch of a new product in March, Asia Pulse cited the brewer on January, 19.

The brewer's plan calls for sales of 41 million cases of no-malt beer, with each case equivalent to 20 633ml bottles.

The company plans to release on March 24 a product that contains 60 percent less sugar, but has a high alcohol content of 7 percent. It hopes to tap strong demand for no-malt beer by offering a product that addresses the needs of the health-conscious.

Asahi's sales of no-malt beer surged 30.6 percent in 2009. The firm eyes even sharper growth in 2010 through the release of a new offering to supplement its already-popular no-malt beer.

20 January, 2010