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Kirin announces expanded distribution of 12-oz. Ichiban.

A market expansion for Kirin Ichiban's 12-oz. package has been announced by Kirin U.S.A., Inc. The company reports that the 12-oz. package, which is intended primarily for off-premise sale, will now be available in 21 states.

The 12-oz. Ichiban will now be distributed in the following states: Massachusetts, Connecticut, New York, New Jersey, Pennsylvania, District of Columbia, Virginia, Georgia, Florida, Tennessee, Ohio, Illinois, Michigan, Minnesota, Texas, Colorado, Nevada, California, Oregon, Washington and Hawaii.

The brand was first made available in 1990, packaged in a 21.4-oz. bottle, a size that Kirin says is the most popular among Japanese consumers. Kirin reports that the brand proved popular in Japanese restaurant accounts, and its success led to the introduction of the 12-oz. size.

"Happily, Americans liked Kirin Ichiban when they tried it at Japanese restaurants," said Kauhiro Tsukahara, vice president of marketing for Kirin U.S.A., "but the 21.4-oz. bottle is not the favorite size of Americans for home consumption. Americans prefer a 12-oz. bottle."

Tsukahara reported that sales of 12-oz. Ichiban totaled 100,000 cases in limited distribution in 1992.

He said that the three-fold expansion of distribution in 1993, coupled with numerous promotions and sales incentives for distributors, should boost sales in 1993.
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Title Annotation:Kirin USA
Publication:Modern Brewery Age
Date:May 3, 1993
Words:207
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