JAPAN: Kirin enters third category beer arena

By just-drinks.com editorial team | 7 April 2005

Kirin Brewery is to follow Sapporo and Suntory into the so-called "third-category" beer market in Japan. The move comes ahead of Asahi's venture into the category later this month.

The brewer said yesterday (6 April) that it will launch Nodogoshi Nama shortly. A 350-millilitre can of the beverage, which is made from soy protein, will sell for around JPY120. Kirin hopes to sell around 19.7m cases. One case contains 12.66 litres.

Industry sources in Japan predict that the third-category beer market will record a three-fold jump from last year in 2005, to take around 15% of the entire beer market.

Sectors: Beer & cider

Companies: Sapporo, Suntory