Kirin Brewery has announced plans to increase its emphasis on low-alcohol and non-alcoholic beverages within its product lineup, following a resurgence in Japan’s beer sector. The move comes after the Japanese beer market reached a 17-year high in 2024, with Kirin’s parent company, Kirin Holdings, taking note of significant growth.
As part of its strategic vision, Kirin Brewery, best known for popular brands such as Kirin Lager and Kirin Tanrei in the beer and low-malt beer categories, is pivoting its business strategy toward sustainability and consumer health. In 2024, the company reported that the overall beer market in Japan saw standard beer sales surpass 55% of the total market share, a milestone that hadn’t been achieved in 17 years. This growth was spurred by tax cuts for traditional beers and the introduction of alternative products such as happoshu and the no-malt “New Genre” beer.
Kirin Brewery highlighted that its flagship product, KIRIN ICHIBAN, benefited from a recent brand renewal, contributing to a 30% increase in sales compared to initial targets. As the market outlook improves, the company is focusing on balancing its economic objectives with social and environmental responsibility.
“Our 2024 beer sales totaled 111.8 million cases, and KIRIN ICHIBAN saw positive growth due to the brand renewal,” the company stated in a formal announcement. “Looking ahead, our strategy for 2025 revolves around two key goals: ‘Create the future of alcohol’ and ‘Develop brands to create consumer value,’ with a particular focus on sustainability.”
A central aspect of Kirin Brewery’s 2025 business plan is promoting responsible drinking habits. The company intends to increase its portfolio of low-alcohol and non-alcoholic drinks, aligning with global trends toward healthier lifestyles and stricter alcohol regulations. Kirin’s Corporate Planning Senior Manager, Yuko Kusano, emphasized the importance of supporting diverse drinking preferences, including those of non-drinkers.
“We want to ensure that consumers who choose not to drink alcohol can feel comfortable in social settings where alcohol is present, and help individuals find drinking styles that work for them,” Kusano explained in an interview with FoodNavigator-Asia. “We see the rise of low-alcohol and non-alcoholic beverages as an opportunity, and we will continue to invest in research and technology to address alcohol-related challenges.”
Kusano also pointed out that health awareness and regulatory changes are influencing the company’s renewed focus on moderation. Globally, heightened health consciousness and tightening alcohol regulations have prompted the company to reassess its role in fostering a culture of responsible consumption.
“In Japan, the Ministry of Health, Labour, and Welfare released its Healthy Alcohol Drinking Guidelines in February last year,” Kusano said. “This is part of a broader shift in consumer preferences and a growing responsibility for alcohol-related businesses to adapt to these changes. We are committed to promoting moderate drinking and offering new ways to enjoy alcohol responsibly.”
As the beer industry evolves, Kirin Brewery’s forward-looking strategy aims to meet consumer demand while also addressing public health concerns, marking a new chapter in its commitment to both market leadership and social responsibility.
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