Japan: Kirin Brewery Co. said on April 6 it launched the so-called "third-category" beer in the fast growing market for the beer-like alcoholic beverage currently dominated by Sapporo Breweries Ltd. and Suntory Ltd., according to Kyodo News. Kirin's move intensifies competition among the third-category drinks, which will be further fueled when Asahi Breweries Ltd. introduces its first third-category beer April 20.
Kirin's first third-category beer, the Nodogoshi Nama, is made from soy protein, making it subject to lower liquor taxes in the absence of malt and wheat. A 350-milliliter can of the drink sells for about 120 yen. Kirin Brewery hopes to sell 19.7 million cases of third-category beer this year. One case holds 12.66 liters, or the equivalent of 20 633-milliliter bottles.
Major breweries are generally bullish about the prospects of third-category beer sales. Industry sources said the third-category beer market is expected to notch a 3-fold jump from the previous year's level to take about a 15 % share of the entire beer market, which includes regular beer and low-malt beer.
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