Top Japanese beer brands intensify sales rivalry

Sales of beer among rival Japanese brands are intensifying with major manufacturers Asahi Breweries Ltd., Kirin Brewery Co., Suntory Beer Ltd., and Sapporo Breweries Ltd. switching their targets from restaurants to those drinking at home.

The prolonged coronavirus crisis has caused demand for drinking parties and holiday outings to be sluggish.

Sales of canned beer are growing due to a shift from the third-segment quasi-beer, for which the tax rate was raised, and robust demand from those drinking at home.

In February, Asahi Breweries Ltd. revamped its flagship Super Dry beer for the first time since its launch.

Earlier this month, Asahi Breweries set up a special sales area for its renewed Super Dry product at an Ito-Yokado supermarket in Tokyo’s Ota Ward, with sales jumping around 50 percent on year in early March.

Kirin Brewery Co. recently renewed its Spring Valley Hojun 496 craft beer, as a move for an “opportunity for regrowth evolving around canned products. It aims for a 50 percent on-year rise in Spring Valley Hojun 496 sales, hoping it will develop as a new mainline product after its popular Ichibanshibori beer.

To meet the diverse tastes of its consumers, Suntory Beer Ltd. is launching variants of its products, including The Premium Malt.

Meanwhile, Sapporo Breweries Ltd. enhanced the flavor of its Black Label beer and is seeking to bolster sales by renewing its membership website.