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Core range and craft focus: Kirin Brewery sees fewer growth opportunities for happoshu and new genre beer


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Core range and craft focus: Kirin Brewery sees fewer growth opportunities for happoshu and new genre beer
By Guan Yu Lim
Kirin Brewery is focusing on its core beer brands and canned craft beer business, amid a not-so-positive outlook for the low-malt happoshu sector and new categories following COVID-19 and a recent liquor tax revision.
Last year, Kirin Brewery saw sales decrease across its beer (-18.6%), happoshu (low-malt beer, less than 25% malt) (-2.1%), and whiskey, spirit and liquor (-10.8%) categories.
However, so-called ‘new genre’ third beer (non-malt beer), RTD (canned cocktails) and non-alcoholic beverages saw increase in sales by 4.6%, 12.3% and 10.4% respectively. ....

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