E-Malt.com News article: Japan: Kirin makes public business approach for 2009

Japan’s Kirin Brewery posted its Business Approach for 2009 on its official website on January, 9.

The company said the key issue will be to secure higher levels of customer support and loyalty in the growing new genre category, and strengthen Kirin's sweeping position in the happo-shu category. Besides, the brewer aims to reinforce its core brands in the beer category.

The combined domestic market for beer, happo-shu and new genre contracted in 2008, influenced by Japan's declining population and decreasing birthrate, the diversification of individual tastes, price revisions against a background of higher raw materials costs, and other factors. Kirin's sales volume in this market was 180.2 million cases.

“In beer we focused mainly on Kirin Ichiban Shibori,” the company said.

With the industry expected to continue on its overall negative trend in the combined domestic market for beer, happo-shu and new genre, Kirin has positioned this market as a priority area in 2009.

Kirin Brewery’s sales target for 2009 is 63.2 mln of cases (down 7.3%). One case contains 20 large beer bottles, the company informed.

“From June 2009 we will add Guinness to our lineup of imported beers, which already includes Budweiser and Heineken, and will strengthen our approach to the premium category in particular,” Kirin said.

2009 marks the 20th anniversary of the launch of Kirin Ichiban Shibori, and during the year the brewer will renew this product.

“To further evolve the character of Ichiban Shibori we will make the beer 100% malt and achieve an even clearer taste,” it was announced.

Besides, 2009 will see the launch Kirin Free, a non-alcohol beer-taste beverage, that customers can enjoy before driving, before and after sports, and in other situations in which they previously could not drink beer with peace of mind. “We have developed a new production method that does not produce alcohol, to achieve the world's first3 beer-taste product containing 0.00% alcohol,” the company said.



16 January, 2009