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JAPAN: Happoshu price war intensifies

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Suntory has made the latest offensive in the discounting war between Japan's major drinks groups in the happoshu low malt beverage sector. Suntory will position the 350ml can of its new Super Magnum Dry happoshu due to be launched on 25 June at Y130. The company was originally planning to position the brand at Y135 but then decided to lower it still further, undercutting the three other major Japanese drinks companies active in that market. The move is the latest in a price war that has developed in the market for happoshu, a product which is already cheaper than standard beer because of the structure of the tax system.


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