KIRIN BREWERY COMPANY, LTD. reached an agreement with Diageo and Pernod Ricard
in October on the acquisition of global business of Four Roses Brand. KIRIN will
acquire all the intellectual properties including trademark of the brand as well
as its global distribution right and distillation/storage facilities in Kentucky.
(Lawrenceburg Distillery and Cox's Creek Storage Facility) By this acquisition,
KIRIN can enhance its brand portfolio in spirits business and will accelerate
its transformation strategy from the leader of beer business to "Category
Captain" in total alcoholic beverage market in Japan.
Vivendi and Seagram have merged in September 2000 to become Vivendi Universal.
Diageo and Pernod Ricard have reached an agreement with Vivendi Universal in December
2000 to acquire Seagram spirits and wine business including Four Roses Brand.
(US FTC has given its approval to the acquisition yesterday and it is reported
that closing of the deal will come shortly.) Diageo and Pernod Ricard also announced
they wanted to sell the brand and KIRIN has been in talks with them on the acquisition.
KIRIN will acquire the business through establishing a new entity, Four Roses
Distillery, in U.S., which owns all the intellectual properties and distillation/storage
facilities of the brand. KIRIN Holdings in U.S., 100% subsidiary of KIRIN BREWERY,
will own Four Roses Distillery.
Four Roses is a Kentucky straight bourbon with floral aroma and mild taste. Four
Roses is popular in global markets and sold mainly in Japan, France and Spain.
KIRIN will continue to reinforce domestic marketing of the brand and will establish
distribution network in overseas markets by the closing which is expected in February
In order to become "Category Captain" in total alcoholic beverage market
in Japan, KIRIN has integrated the sales force of KIRIN-Seagram Limited with its
own in January this year to address the needs of growing customers, such as chain
stores and chain restaurants/bars. KIRIN has also launched "KIRIN CHU-Hi
Hyoketsu Kaju", vodka based RTD with fruits flavor, in July this year and
it recorded a remarkable start.
KIRIN will continue to accelerate its transformation strategy to become "Category
Captain" in total alcoholic beverage market.