|
|
May 11, 2005
|
|
Kirin
to launch Kirin Chu-hi Hyoketsu in Shanghai
Launch in China marks start of global brand strategy for Hyoketsu
|
Tokyo, May 11, 2005-Kirin Brewery Company Limited (Kirin) and Kirin Beverage
Corporation (Kirin Beverage) today announced the planned launch in mid-June 2005
of Kirin Chu-hi Hyoketsu in Shanghai, China. Hyoketsu, which is
the outright market leader in Japan's chu-hi (RTD, or ready to drink1
) market, will be produced and marketed in Shanghai by Kirin Beverage subsidiary
Shanghai Jin Jiang Kirin Beverage & Food Co., Ltd. It will be sold in China in
three flavors-lemon, grapefruit, and green apple-under the name KIRIN TanShuangGuoBingJiu
Bingjie , in 350ml cans.
| 1 |
RTDs are pre-mixed cocktail that are ready to be consumed on opening. The market in Japan has grown considerably over the past four years, based on sales of chu-hi in cans. |
The RTD market has potential for continued growth worldwide, particularly in the
younger adult drinker market. The high popularity of Kirin Chu-hi Hyoketsu
has been a key market driver in Japan, and launching the product for the first
time outside Japan marks the start of a strategy to develop Kirin Chu-hi Hyoketsu
as a global brand.
Economic growth in Shanghai is high, even in the context of overall growth in
the huge Chinese market. By launching Hyoketsu in Shanghai, Kirin aims
to build brand support in this key market while pursuing the Group vision of becoming
a leading alcohol beverage and soft drinks business in Asia and Oceania.
Kirin Beverage subsidiary Shanghai Jin Jiang Kirin Beverage & Food Co., Ltd. has
an established operational base in Shanghai with volume retailers and convenience
stores, and will serve as a strong platform from which to launch Hyoketsu.
The company handles soft drinks as well as alcohol beverages, and is expanding
its business scope.
| Key points:
Kirin's overseas business development |
| · |
Kirin aims to make Kirin
Chu-hi Hyoketsu the world's No. 1 RTD, and the launch in Shanghai and surrounding
regions marks the first step in this strategy. |
| · |
Kirin Beverage subsidiary
Shanghai Jin Jiang Kirin Beverage & Food Co., Ltd. will produce and sell Hyoketsu
in Shanghai under a licensing agreement with Kirin Brewery, realizing synergies
in Group product development, technical skill and marketing |
| · |
Kirin is expanding its alcohol beverage, soft drinks operations in China as part of the Asia and Oceania markets |
|
Disposable incomes are increasing
in the so-called upwardly mobile 20s to 30s consumer group in Shanghai, and as
lifestyles become more aligned with those of consumers in Europe and North America,
canned alcohol beverages are becoming more prevalent in volume retailers and convenience
stores. While retaining the refreshing, clear taste of the original product marketed
in Japan, Kirin has specially adapted Hyoketsu for the target consumer
group in the Shanghai region based on local research and taste testing, and will
market Hyoketsu as a new genre of alcohol beverage. The product launch
will be supported by large-scale marketing through television commercials, sampling,
events and through other channels, with the aim of rapidly gaining market presence.
|
|
