Japan: Kirin Brewery Co. has decided to revamp its strategies for sales in overseas markets, choosing to emphasize promotion of its Ichiban Shibori brew at the expense of its lager, company officials said Mainichi and Wire Reports on December 22.

Until now, Kirin has launched a two-pronged attack on markets where it has licensing agreements with local brewers, but when fiscal year 2004 begins in April, Japan's biggest brewery will concentrate on getting firmer footholds for Ichiban Shibori.

Kirin is believed to have made the decision to allow it to focus on the single product and make advertising and sales more efficient. "Ichiban Shibori has a more distinctive taste," a Kirin spokesman said, explaining the decision.

Kirin Lager and Ichiban Shibori will continue to be marketed with equal emphasis in Japan.

Kirin has licensing agreements with brewers in many countries, including Australia, Britain and the United States, where its beers are handled by Anheuser-Busch Inc., the makers of Budweiser beer.

Surprisingly, Kirin Lager has generally been the more successful of the beers, accounting for 85 percent of all Kirin's deliveries overseas since 1992, though making up just 20 percent in the United States.

However, in recent years, Ichiban Shibori has been increasing its percentage of Kirin beer sales.

23 December, 2003