Kirin is Brazils third-largest brewer

Kirin is Brazil's third-largest brewer

Kirin is to extend its bar and microbrewery franchise concept in Brazil as it battles to grab market share from its rival AmBev.

The Japanese brewer's Brazil unit, Brasil Kirin, said yesterday (15 January) it will roll out another seven Devassa Brewery bars in the first half of this year, bringing the total to 40. The venues serve five Devassa brands, including Blonde, Red and Black, as well as food, Brasil Kirin said.  

The concept was first launched in 2003 and expanded in 2007 after being bought by Grupo Schincariol. Kirin acquired a majority stake in Schincariol in 2011.

Kirin's market share in Brazil lags far behind AmBev, a subsidiary of Anheuser-Busch InBev, which controls about 70% of the market.

Last week, Mintel told just-drinks AmBev is upping its focus on premium beers in Brazil to stave off attacks from Heineken and Kirin ahead of the 2014 World Cup and the Rio Olympics.