Japan & South Korea: Kirin to increase 10-fold sales of flagship Ichiban Shibori in South Korea

Kirin Brewery Co. plans to increase sales of its flagship Ichiban Shibori beer 10-fold in South Korea over the next five years, Nikkei reported on December, 27.

The Kirin Holdings Co. unit has used South Korea’s leading brewer, Hite Jinro Co., as a sales agent since 2004, marketing only a small quantity of 330ml bottles mainly to businesses.

Under a strengthened partnership, Kirin has recently started exporting 350ml and 500ml cans, targeting households. It also aims to introduce kegs at about 300 stores next year, starting with Japanese-style bars, which are becoming popular there.

Kirin sells the Ichiban Shibori beer in about 40 foreign markets. In five years, South Korea is expected to become the third-largest market for the brand, after Taiwan and the U.S.

30 December, 2011