JAPAN: Suntory to put ads on beer cans

By just-drinks.com editorial team | 23 April 2002

Japanese brewer, Suntory, is to break new ground in marketing by putting other companies' ads on cans of low-malt beer.

Suntory said the first "Ad Nama" product would be on the market in June bearing an advertisement for the Fast Retailing Co.'s Uniqlo clothing brand.

Suntory would not give any details of the financial deal reached with Fast Retailing. However, the ad revenue generated will allow the brewer to market the lowest-priced low-malt beer on the Japanese market with a 350ml can on Ad Name retailing for Y128 against the regular price of Y145.

Low-malt "happoshu" drinks accounted for 31.4% share of the total beer market in 2001, up from 22.2% in 2000.

Companies: Suntory