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Kirin Beats Asahi in Beer Shipments in First Quarter This Year

Posted on: Wednesday, 12 April 2006, 12:00 CDT

By Kyodo News International, Tokyo

Apr. 12--TOKYO -- Kirin Brewery Co. beat Asahi Breweries Ltd. in shipments of beer and beer-like alcoholic beverages in the January-March quarter for the first time in six years, industry data said Wednesday.

Kirin boosted shipments in the quarter by 26.5 percent from a year earlier to 37,318,000 cases, while Asahi expanded them by 3.1 percent to 34,940,000 cases. One case contains 20 633-milliliter bottles.

Kirin accounted for 38.4 percent of Japan's total shipments, against 36.0 percent for Asahi.

Kirin took advantage of brisk sales of its new "happoshu" low-malt beer product launched in February as well as an improved third-category beer product put on sale in January.

Asahi saw sluggish sales of both happoshu and third-category beer products, which are cheaper than regular beer due to lower tax rates.

In calendar 2005, Asahi maintained the largest market share among Japan's five major brewers, which also include Sapporo Breweries Ltd., Suntory Ltd. and Orion Breweries Ltd.

The five brewers' total shipments in the January-March quarter increased by 8.6 percent from a year earlier to 97,125,000 cases as non-household beer consumption grew in line with the economic recovery.

In April, the Japanese brewers are expected to intensify their sales drives just before May's tax increase for third-category beer.

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Copyright (c) 2006, Kyodo News International, Tokyo

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2503, ASBRF, 2502,

Source: Kyodo News International, Tokyo

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