JAPAN: Kirin announces happoshu price cut
Japanese brewer, Kirin Brewery Co., has said it will cut the price of its flagship happoshu brand, "Tanrei" from June 21. The price of a 350ml can of Tanrei will go down by Y10 to Y135. The move follows price cuts by Asahi, Sapporo and Suntory.
As the happoshu price war intensifies, Kirin has also announced it will cut the price of its "Gokunama" happoshu brand by Y5 yen to Y130. In fact, it was Kirin which triggered the happoshu price war when it announced in February that it would sell Gokunama at Y135.
Happoshu now accounts for 40% of the combined beer and happoshu market in Japan and has become the key area for growth for the major brewers in a static beer market.
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