Kirin sales decline in Japan

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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Representative - Private Customers

Corney and Barrow
Central Hong Kong, HK

Export Manager UK On Trade

AdVini
Home based in London or the South East, GB

Global Head of Marketing

ATOM Brands
Tunbridge Wells, GB

Sales Executive

Three Wine Men
Home-based but must be available to travel throughout the UK with frequent trips to London, GB

Senior Sales Operations Executive

Enotria&Coe
Park Royal, London, GB

Sales Administrator

Les Caves de Pyrène
Guildford, UK

On Trade & Corporate Accounts Manager

The Champagne Company
Birmingham, UK

Customer Service Assistant

The Champagne Company
Birmingham, UK

Key Account Manager - Distilling Sector - Scotland

Boortmalt
Scotland - call for exact details, UK

UK Brand Ambassador - Ableforth’s

ATOM Brands
Field-based, UK

Pink Rosé Festival

Cannes,France
7th Feb 2018

VinoVision Paris

Paris,France
12th Feb 2018

Vinisud

Montpellier,France
18th Feb 2018
Click to view more

The Global Pinot Noir Masters 2018

Deadline : 26th January 2018

Cabernet Sauvignon Masters 2018

Deadline : 23rd February 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more