News

JAPAN: Diageo signs JV deal with Kirin

Most popular

The beer category in 2018 - Review

The beer category in 2019 - just-drinks predicts

Is craft spirits approaching a reset moment?

How beer faces the growth challenges of tomorrow

MORE

Diageo is to form a joint venture with Kirin Holdings in Japan.

Diageo said today (6 April) that the venture, to be called Diageo Kirin Company, is expected to begin operations by June this year. Diageo will take a 51% stake in the venture. Financial details have not been disclosed.

The move is intended to boost Diageo's presence in Japan. Kirin, while still one of Japan's largest brewers, has more recently sought to expand overseas in order to reduce reliance on its domestic beer market, which has been in decline for several years.

"Combining the capabilities and expertise of both companies, the new firm will develop the overall business strategy for Diageo premium brands to be sold by Kirin in Japan," said Diageo.

"It will also provide nationwide brand marketing support to both companies, and modern on-trade sales support in the Tokyo, Osaka and Nagoya metropolitan areas."

Kirin said that it aims to gain market share in the Japanese alcohol market, "addressing the diversification of personal preferences within Japan's aging population".

The Diageo premium brands to be sold by Kirin and distributed through Kirin's nationwide distributor network will include Guinness, Kilkenny and Smirnoff Ice, plus brands already handled by Kirin, namely Captain Morgan rum, Crown Royal, Gilbey's Gin, Gilbey's Vodka, Godiva, Myers's rum, Seagram's Seven Crown and Seagram VO.


Related Content

Kirin set to offload Lion Dairy & Drinks

Kirin set to offload Lion Dairy & Drinks...

Kirin ends sorry Brazil saga with Heineken bargain-basement sale

Kirin ends sorry Brazil saga with Heineken bargain-basement sale...

Diageo offloads non-premium spirits roster to Sazerac in US$550m sale

Diageo offloads non-premium spirits roster to Sazerac in US$550m sale...

Kirin Holdings Q1 performance by division - Focus

Kirin Holdings Q1 performance by division - Focus...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?