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Kirin intros brands to recapture Japan mkt. share.

The Kirin Brewery Co. is planning to introduce two new brands of draft beer in the Japanese market by May. According to a Kirin spokesperson, the move reflects the company's effort to expand its share of the domestic Japanese beer market.

Although Kirin declined to give many details, the company said that the new beers would taste unlike any other Kirin brands, and might be lower in alcohol content.

In January, Asahi Breweries Ltd. overtook Kirin for the first time in monthly shipments. Asahi controlled 38.3% of the beer market in January, while Kirin held 37.2%. In the corresponding month a year ago, Asahi had 30% share and Kirin 44.6%.

Analysts said that erosion of Kirin Brewery Co. share was a result of over reliance on the Kirin Lager brand.
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Title Annotation:Kirin Brewery Co.
Publication:Modern Brewery Age
Date:Mar 17, 1997
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