Japan: All four major brewers enjoy double-digit sales growth in September
All four major Japanese brewers enjoyed double-digit sales growth for beer and beer-like products in September, thanks to the ongoing Rugby World Cup in Japan, Nippon.com reported citing the companies' data on October 10.
Since the start of the sporting event, large amounts of beer have been consumed, mainly by foreign visitors, who enjoy drinking beer while watching the matches.
The increases were also supported by a last-minute surge in demand before the consumption tax rate hike from 8 pct to 10 pct on Oct. 1.
The sales increases for all four companies came for the first time in two years and four months, since May 2017.
Kirin Holdings Co. saw its sales surge 24 pct, on the back of the strong sales of "third-segment" beer-like beverage Honkirin and the domestic production of Heineken beer. Dutch brewer Heineken NV is a Worldwide Partner of the Rugby World Cup.
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