With its corporate commitment to a “customer-focused approach” and a “steady focus on quality,” the Kirin Group is committed to delivering exciting products that customers will be able to trust and enjoy. We are concentrating on building an advanced end-to-end quality assurance system that is a vital part of every business process — starting with product development and continuing even after purchase by customers. Each member of our product manufacturing or service provision teams is dedicated in every aspect of the job to bolstering our ability to assure the highest quality product.

Being a corporate group that manufactures and markets alcoholic beverages, the Kirin Group recognizes its special social responsibility in this area. As such, we promote activities to prevent the various problems that occur with the inappropriate consumption of alcohol and offer education to promote responsible drinking. Kirin is committed to publicizing accurate information on alcohol and conducts ongoing educational activities to prevent underage drinking, driving under the influence, and other alcohol-related issues.

The Kirin Group recognizes the conservation of the global environment as one of its most important tasks. We have instituted an approach that integrates measures to conserve the environment into every aspect of our business operations. In addition to recycling containers and packaging, and developing environmentally friendly packaging for our products, we have introduced ongoing environmental conservation campaigns to protect water resources by preserving forests across Japan and to maintain 100% recycling rates at our breweries and plants. Kirin is also taking proactive steps to help curb global warming.

The Kirin Group has long been supporting various sports activities, with its major sponsorship of soccer going back as far as 1978. As an official sponsor of the national Japanese soccer team, Kirin helps foster the soccer culture in Japan based on three primary objectives: to support all Japanese national teams competing in international tournaments, to support fans and supporters backing the national teams, and to cultivate the next generation of soccer athletes by passing on the enjoyment and emotional enrichment delivered by soccer to youngsters.

The Kirin Group has introduced a number of initiatives designed to convey the joy of food and health to a greater number of people and to help customers create satisfying culinary experiences. Toward this end, the Kirin Institute of Food & Lifestyle established the Kirin Oishii School to help foster the culinary sensibilities of the next generation. It has also instituted a “food partnership program” with the University of Tokyo, in which participants consider the future dietary environment from the perspective of today’s dining table. The program also proposes changes and improvements to today's lifestyles. In addition, each Group company focuses on building a culture that appreciates quality beer, wine, spirits and foods.

As a good corporate citizen that fulfills its role along with other responsible members of society, the Kirin Group continues to take proactive, independent steps to interact with and forge strong bonds with local communities. In addition to such corporate social contributions as the United Nations University-Kirin Fellowship Program, designed to support solutions to food-related issues in developing countries in Asia, we also actively support our employees’ volunteer activities. In all of our initiatives that serve the broader society, we aim to be a good corporate citizen that deserves the public's trust.