Kirin’s troubles in Brazil – When BRIC markets go horribly wrong – Editor’s Viewpoint

The general intention of Japan's drinks companies to break out of their domestic market has been a headline of the last six years, at least. Today's confirmation that Kirin Holdings is looking to pull out of Brazil, however, shows the pitfalls of this strategy. Indeed, the fact that this is playing out in one of the fabled BRIC markets serves to bring the strategy into worrying relief.