Lion

May 31, 2024

Improve profitability by strengthening the value of core product brands,
expanding craft beer in Australia and the US, and reforming the organization

Improve profitability by strengthening the value of core product brands, expanding craft beer in Australia and the US, and reforming the organization

2023 Review

• Sales volume of Hahn, a health-conscious brand, were favorable and XXXX and other brands steadily grew as a result of strengthening core product brands. Furthermore, in the growing RTD category, we started manufacturing and selling Kirin Hyoketsu, a brand being sold in Japan, in Australia and New Zealand.
• In the US craft beer business, Voodoo Ranger has continued to grow favorably and the effects of integrating Bell’s Brewery and New Belgium Brewing are steadily manifesting.
• The strong sales volume of Hahn in Australia and New Zealand, the effects of price revisions, and more increased revenue. It also increased for US craft beer due to the good sales of Voodoo Ranger, the rising sales of Bell’s, and price revisions.
• Strengthening marketing investments in core brands and other brands, and price revision and making other efforts to offset the rising cost of raw materials, etc., increased normalized operating profit.

2024 Plan

• Further strengthen investments in core brands and implement RGM* to sustainably grow both revenue and normalized operating profit in Australia.
• Realize a more sturdy market presence in the growing RTD category by launching multiple flavors of Kirin Hyoketsu.
• Continue to grow the US craft beer business faster than the market by strengthening our sales system and expanding the Voodoo Ranger brand.

*Revenue growth management

Example

Maximizing the effect of integrating the US craft beer business

In regard to the US craft beer business, we acquired a brewery in Daleville, Virginia, in 2023, enhancing manufacturing capabilities and securing manufacturing capabilities for RTD, which is rapidly growing in the US market. In addition, due to the effects of integrating two breweries, such as sales channels expansion, sales of the Bell’s brand are looking promising, achieving a 10% growth that significantly exceeds that of the US craft beer market. Meanwhile, we reduced costs by more than the amount of rising material costs through initiatives in SCM,* such as rethinking procurement methods and changing manufacturing site operations, increasing normalized operating profit by 30%.

*Supply chain management