Kirin, which has been struggling with beer sales, launches a new brand for the first time in 17 years in the hotly contested field.Can Asahi follow Suntory’s hits?

Kirin Beer announced on March 26th that it will be selling beer in the standard price “Standard Beer” category.New brand for the first time in 17 yearsannounced.The sales target for the first year is4.3 million cases(*converted to 633ml large bottle x 20 bottles) of the Spring Valley craft beer series.2.5 timesis.

Standard beer is a category that is expected to grow thanks to the revision of the Liquor Tax Law (beer tax reduction) in October 2023, and there are already a number of hit products from other companies. How far can you make your presence felt?

Aim to develop new customers

“The second pillar after Ichiban ShiboriWe will continue to grow the brand.”

Kirin Brewery President Hideki Horiguchi spoke about the new brand’s positioning.

The new brand is “Kirin Beer Harekaze.” The idea is to create something that you can drink with a pleasant feeling, like the wind blowing under a sunny sky.

We are particular about the taste that is both easy to drink and satisfying.Developing young people in their 20s and 30s and people who don’t usually drink beerIt aims to. According to a survey conducted by the company in 2023, a high percentage of people in their 20s and 30s cited “I don’t like the taste” and “I think it tastes bitter” as reasons for not drinking beer. The company has focused its efforts on creating a “new deliciousness” that can be enjoyed.

An employee who had been with the company for five years (at the time) was selected to be in charge of development, and the new commercial, which will air from the 26th, will feature talents popular among young people, including actor Mio Imada and Ren Meguro from the idol group Snow Man. did. In addition, as a new initiative, a portion of the proceeds will be allocated to cherry blossom conservation activities.

The beer business has struggled in 2023.

Kirin Brewery’s introduction of a new standard beer brand for the first time in 17 years is largely due to the gradual revision of the Liquor Tax Law.

In October 2023, the Liquor Tax Law was revised (beer tax reduction), and the tax rate on beer was lowered, making the tax rate on the third type of beer the same as that of low-malt beer. In 2026, the tax rate on beer will be the same as that on low-malt beer and third-class beer.

Kirin’s beer sales in 2023 will be a year-on-year increase.-5.9%was.Due to the revision of the Liquor Tax Law, the third beer “Honkirin” has become more expensive, and compared to the previous year.-9.6%I was greatly influenced by this. Although the “Ichiban Shibori” and “Spring Valley” brands experienced positive growth, they were unable to offset the decline in Honkirin. On the other hand, the beer businesses of Asahi Breweries, Suntory Breweries, and Sapporo Breweries are experiencing positive growth compared to the previous year.

New products from other companies are doing well

Consumption of beer in a narrow sense is expected to increase, and other companies are already producing hit products one after another.

In the standard beer category, Suntory’s “Suntory Draft Beer”, which will be released in 2023, will1.3 timesIt sold 3.99 million cases.

The champion Asahi Beer has successively released products such as “Asahi Super Dry Draft Mug Can” (released in 2021) and “Asahi Draft Beer (Maruef)” (reprinted canned products for the first time in 28 years), as well as products scheduled to be released in fall 2023. Asahi Super Dry Dry Crystal, which has an alcohol content of 3.5%, was sold within a week of its launch.Achieved sales of two-thirds of annual target. This time, Kirin’s “Harekaze” has achieved some success in attracting young people and people who don’t usually drink beer.