JAPAN: Brewers’ high hopes for chuhai in Asia – report

By just-drinks.com editorial team | 21 June 2006

Japan's brewers are targeting Asia to grow sales of chuhai, according to local reports.

Nikkei Report said yesterday (20 June) that the companies hoped other Asian countries would replicate the success of the low-alcohol beverage segment in Japan.

While Suntory is set to team up with a Taiwanese partner to sell '-196 C' 350ml chuhai in the country, Sapporo will start exporting 'The Fruit Sparkling' to South Korea.

At the same time, Kirin is targeting China, having started selling Hyoketsu in Shanghai a year ago. The brewer has sold 112,000 cases of chuhai in the last six months, with a 350ml can selling for CNY5.5 (US$0.68).

Asahi is also mulling exporting 'Cocktail Partner' to South Korea. The beverage is already available in Taiwan, Nikkei Report noted.

As beer sales suffer in Japan, low-alcoholic beverages including chuhai, are growing domestically, the paper said, with industry estimates expecting a sales increase of 4% to 104m cases in 2005.

Sectors: Beer & cider

Companies: Suntory, Sapporo, Kirin, Asahi