Kirin sales decline in Japan

16th July, 2014 by Rupert Millar

Sales of one of Japan’s leading beer brands, Kirin, have tumbled further this year and it is falling further behind its competitors.

kirin.beerAccording to The Japan Times, Kirin missed out in particular on the rise of Japan’s premium beer category this year.

Rivals Suntory and Sapporo have seen success with their premium brands but Kirin has stuck largely with its traditional labels, while its one limited edition beer, Samurai Blue, failed to take off in the market after Japan’s football team crashed out of the World Cup – a team Kirin was sponsoring.

Kirin’s volume sales reportedly sank 6.6% between January and June of this year compared to the same period last year – the largest fall in the first half of the year it has suffered in close to four – while its market share fell from 35% in 2013 to 33.1%.

Rival Asahi meanwhile gained 1% of the market, taking it to a 38% share while Suntory rose to 15.5% of the market – a 0.4% rise.

Last year marked a relative high point for the brand as sales hit five million cases but it has been in decline for some time now, once controlling over half of Japan’s ¥4 trillion beer market before Asahi overtook it in 2001.

It has tried to reverse its misfortune in what is generally a shrinking beer market by introducing a range of “beer-like” drinks last year as well as concentrating more on exports but it is still handicapped by a reliance on Japan.

Asahi has also attacked Kirin in the on-trade having invested ¥2.5bn in the sector, while Suntory won a deal at grilled chicken chain Torikizoku, even though Kirin is one of the leading shareholders.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Beer Development Specialist

Matthew Clark
London, UK

Fine Wine Sales Administrator

Davy's Wine Merchants
London, UK

Business Development Manager - On Trade

FINE+RARE
Central London, GB

Regional Sales Manager

Swallow Associates Ltd
Home Based: North-West England, UK

London Account Manager Role (Full Time)

LITTLE BIRD GIN
Home based with UK travel. , GB

Sales Operations Manager

Bibendum PLB
London, UK

Digital Marketing Executive (online content & community manager)

Corney & Barrow Limited
London E1W (near Tower Bridge), UK

Store Manager – Premium Drinks

Amathus Drinks PLC
London, UK

On-Trade Regional Sales Manager

Anthony Byrne Fine Wines
London and the South East, UK

Wine Sales – Northwest England

Gerrard Seel
North West England

Senior On-Trade Sales Manager – English Sparkling Wine Company

COREcruitment
London based with national travel, UK

National Account Manager – RTM – On Trade

COREcruitment
Home based with frequent UK travel

The Global Sparkling Masters 2017

Deadline : 14th June 2017

The Global Syrah Masters 2017

Deadline : 14th June 2017

The Global Malbec Masters 2017

Deadline : 14th June 2017

The Global Beer Masters 2017

Deadline : 1st August 2017

Click to view more

The Drinks Business Awards 2017

Now in its 15th year, the db awards have become the most authoritative, internationally respected badge of achievement in the alcoholic drinks industry.

The Asian Cabernet Sauvignon Masters 2017

the drinks business Hong Kong announces its first year of The Asian Cabernet Sauvignon Masters.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

Click to view more