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Emery Worldwide helps Brooklyn Brewery tap into Japan's $20-billion beer market.

Emery Worlwide helps Brooklyn Brewery tap into Japan's $20-billion beer market

Emery Worlwide delivery service is helping Brooklyn Brewery, Ltd., tap into the $20-billion-a-year Japanese beer market with a unique sales approach that touts the air-shipped freshness of the brewery's larger beer.

Each bottle of Brooklyn Lager flown by Emery to Japan bears the label "By Air, New York - Tokyo," and commands a price up to five times that of the same brew shipped by sea, according to a brewery spokesperson.

"In some Tokyo nightclubs, the price for air-shipped Brooklyn Lager can go as high as $2.50 a bottle," said Mike Fujii, assistant manager for development, Hiroya Trading Co., the Tokyo beverage company handling Brooklyn Lager. "People are willing to pay more for the status of drinking beer that's flown to their table from half-way around the world."

"Nobody has ever tried to export beer by air before because generally the price has been too high," said Steve Hindy, president, Brooklyn Brewery. "But we think [air shipment] is a unique way of carving a niche in the Japanese beer market. The results thus far are bearing this out."

In all, Hindy expects $1.5 million in sales this year on over 100,000 cases. In addition to Japan, the beer is sold in the New York metropolitan area, as well as portions of seven U.S. states. But it's in Japan's bars, restaurants, food, department and liquor stores where Emery's shipments have made a difference.

"The Japanese consumer is among the most quality-conscious in the world," explained Brooklyn Brewery chief executive officer Tom Potter. "Not only do they appreciate our quality, but our name and packaging make Brooklyn Lager very hip, even exotic in Japan. And there's a certain status element to drinking the air-shipped product. It's really helping sales."

One development brewing that could further cement Emery's relationship with the brewery is if the company decides to offer draft beer to the Japanese market. "We've had talks with Hiroya and Emery about shipping keg beer by air to reduce costs," Hindy said. "It's something we are seriously considering at this point."
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Publication:Modern Brewery Age
Date:Oct 29, 1990
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