Japan: Major Japanese brewers concentrate on 'third beer'

Major Japanese brewers are adding production sites for so-called third beers, which are beer-like alcoholic beverages, in an effort to meet rising demand, Asia Pulse commented on March 10.

Kirin Brewery, which began marketing its Nodogoshi Nama third beer in April, will operate a seven-plant system beginning next month.

The company started production at four plants, and expanded in December output to its plant in Chitose, Hokkaido. From early April, it plans to begin production at plants in Yokohama and in Amagi, Fukuoka prefecture. Cumulative sales of Nodogashi Nama have reached the equivalent of one billion 350ml cans.

Suntory Ltd produces Jokki Nama, which it began selling in February, at plants in Fuchu, Tokyo, and in Nagaokakyo, Kyoto prefecture. Monthly sales are equal to 1.6 million cases of 20 large bottles, 33% higher than the initial sales plan.

Even with the two plants in full operation, the company has not been able to keep pace with demand. Suntory thus plans to begin production at its plant in Chiyoda, Gunma prefecture, from March 20. With all plants in operation, the company will raise monthly production capacity for the product to 2.3 million cases, a 50% increase.

Asahi Breweries is considering producing its third-beer product at locations in addition to its current four plants.

With a six-plant system, Sapporo Breweries plans to raise production by more than 60% over the previous year for the roughly 10-day period prior to the Golden Week holidays, four national holidays within seven days, this year between April 29 and May 5.