JAPAN: Kirin targets sales increase – report

By just-drinks.com editorial team | 10 January 2007

Kirin Brewery Co. has forecast a healthy rise in sales for this year.

The Japanese brewer said today (10 January) that beer and quasi-beer products should post a 5.6% lift on sales in 2007, coming in at around 197.5m cases, the local Jiji Press news agency reported.

Kirin will reinforce its operations for 'happoshu' low-malt beverage, the agency noted, adding that the company will strengthen its premium beer portfolio with a portfolio expansion this year.

While beer sales are forecast to grow by 4.6% this year, to 83.4m cases, happoshu sales are estimated to rise more modestly, by 3.5% to 70.9m cases. Sales of 'third segment', or no-malt, beer should increase by 10.8% to 43.1m cases.

Last year, sales of beer and quasi-beer products at Kirin grew by 4.8% from 2005 to 187.1m cases, the press service noted.

Each case is the equivalent of 20 633-millilitre bottles.

Sectors: Beer & cider

Companies: Kirin