Kirin Brewery Company, Limited
Kirin acquires Japanese distribution rights for premium beer Guinness® and other brands
Tokyo, November 26, 2008— Kirin Brewery Company, Limited ("Kirin Brewery") today announced that it had acquired from Diageo plc the right to import and market Guinness® and other brands in Japan, with a planned commencement date of June 1, 2009. The product range to be handled by Kirin Brewery in Japan will include four varieties of Guinness® in cans, bottles and kegs, along with two varieties of KilkennyTM products in cans and kegs, and four varieties of Smirnoff Ice® in bottles. By introducing these world-renowned brands into its product lineup, Kirin Brewery aims to broaden the base of its domestic alcohol business.
Guinness®, a stout beer first brewed in Dublin, Ireland in 1759, is currently enjoyed in more than 150 countries. It is a popular premium beer in Japan, selected by a wide range of consumers both on-premise and at home. KilkennyTM is an ale-type beer from county Kilkenny in Ireland, characterized by its full, fruity flavor. Smirnoff Ice® was launched in England in 1999 and is the number one brand* in the RTD market. It is currently available in more than 80 countries around the world. Collectively, the addition of these three brands will enable Kirin Brewery to offer consumers in the beer and RTD markets an even wider range of international taste and enjoyment.
*Source: IWSR
Kirin Brewery is a core company driving the realization of KV2015, Kirin Group's long-term business framework to pursue a quantum leap in growth. Alongside Mercian Corporation and other group entities, Kirin Brewery is working to develop the Group's business foundation as a comprehensive alcohol beverages operation. The brand acquisitions outlined today represent a further step in Kirin's Brewery's initiatives to grow its customer base and develop its domestic alcohol beverage business as the market changes in response to diversifying tastes, an aging population and other influences.
Outline of Guinness® products
| 1. | Name | Guinness® Draught 330ml cans Guinness® Draught 350ml surger cans (for on-premise) Guinness® Draught 30 liter and 15 liter kegs Guinness® Extra Stout 330ml bottles |
| 2. | Start of shipments through Kirin Brewery | Monday June 1, 2009 |
| 3. | Distribution range | Throughout Japan |
| 4. | Place of production | Ireland |
| 5. | Recommended retail price | Open pricing |
| 6. | Product characteristics | Concept: Guinness® is a premium stout beer, brewed using a patented, proprietary top-fermentation method that produces an extremely creamy head and smooth taste. The brand was born in Ireland in 1759 and is now enjoyed in more than 150 countries worldwide. Guinness® Extra Stout has a taste close to the traditional Guinness. Alcohol content: Guinness® Draught cans and kegs 4.5% Guinness® Extra Stout 5% |
Outline of KilkennyTM products
| 1. | Name | KilkennyTM 330ml cans KilkennyTM 30 liter kegs |
| 2. | Start of shipments through Kirin Brewery | Monday June 1, 2009 |
| 3. | Distribution range | Throughout Japan |
| 4. | Place of production | Ireland |
| 5. | Recommended retail price | Open pricing |
| 6. | Product characteristics | Concept: KilkennyTM is an Irish ale-type, top-fermented beer brand that has been brewed in Ireland since 1710. It is characterized by a creamy head, and fruity taste. Alcohol content: 4.5% |
Outline of Smirnoff Ice® products
| 1. | Name | Smirnoff Ice® Smirnoff Ice Spice® Smirnoff Ice ExtraTM Smirnoff Ice Dry® (all products in 275ml bottles) |
| 2. | Start of shipments through Kirin Brewery | Monday June 1, 2009 |
| 3. | Distribution range | Throughout Japan |
| 4. | Recommended retail price | Open pricing |
| 5. | Product characteristics | Concept:
This RTD is based on the world's No.1 spirit*, Smirnoff Vodka, and features a refreshing taste packaged in a stylish bottle. *Source: IMPACT DATABANK Alcohol content: 5% |