JAPAN: Kirin hopes for Tanrei happoshu sales rise
By just-drinks.com editorial team | 8 December 2004
Kirin is aiming for a slight rise in sales of its key "Tanrei" low-malt beer next year. The brewer said today (8 December) that it is hoping for a 3% rise in sales for 2005, as it will start selling the brand with a new taste and package design next year.
Kirin said it will start marketing the newer version of the brew from January. It aims for sales of 78m cases of Tanrei brand products for 2005, up from about 76m cases it estimates for 2004.
If targets are met, the product will account for more than 40% of Kirin's beer business for 2004 in volume terms.
Low-malt beer, known in Japan as "happoshu," now accounts for 52% of household beer consumption, Kirin said. Kirin started selling happoshu in 1998 and its Tanrei brand is the best-selling product in the "happoshu" category.
Kirin is Japan's second biggest beer maker in terms of beer shipments after Asahi Breweries Ltd.
Sectors: Beer & cider