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Kirin is to develop its own craft beer brands in Japan to help kickstart domestic alcohol sales, according to a report.

Kirin has seen beer sales in Japan rise

Kirin has seen beer sales in Japan rise

The plan, part of a new business strategy starting next year, aims to target Kirin's brewing unit and benefit from a consumer upswing in the beer category, the Japan Times reported this week. “If Kirin Brewery Co perks up, the whole group will become vigorous," Kirin's president, Yoshinori Isozaki, was cited as saying.

Isozaki said Kirin will offer a wider variety of tastes, including craft beer products that will address new consumer preferences.

In Kirin's most recent full-year results, the company pledged to boost beer sales in the face of continuing weakness in domestic beverage sales. In H1 results released in August, sales for the domestic Kirin Brewery were up 2.3%, although combined beverage sales were flat.


Sectors: Beer & cider

Companies: Kirin Brewery Co.

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