Liquor Tax Reform Prompts Brewers to Step Up Promotions, Retailers to Cut Private-Brand Prices

時事通信··JP·Read original
2▲5 ▼0Impact / 5
Summary · why it matters

With the tax rate on beer and beer-like beverages set to be unified on October 1, Japan's four major brewers are stepping up their sales promotions. As the price gaps between beer, low-malt beer and third-category beer narrow and demand for beer is expected to expand, each company is focusing on revamping its flagship products and advertising, energizing the sales battle. Asahi Breweries has renewed Asahi Super Dry and Kirin Brewery has renewed Ichiban Shibori Draft Beer, while Asahi President Kazuo Matsuyama handed out free cans of beer on the 30th in front of JR Yurakucho Station, with about 60,000 cans to be distributed at seven locations nationwide including Tokyo and Osaka. Suntory is converting its third-category Kinmugi into beer and launching a new commercial featuring actress Rei Dan and actor Ryoma Takeuchi, while Sapporo Breweries is focusing on Black Label and rolling out its largest-ever marketing campaign. Retailers are also cutting prices on their private brands: Aeon will lower the price of its 350-milliliter canned Premium Draft Beer by 11 yen to 162 yen from October 1, and Ito-Yokado will also cut its 330-milliliter Lager Beer by 11 yen to 162 yen from the 1st.

Impact on assets 6

Consumer Staples▲
Sapporo Breweries Limited
2501
▲ PositiveDemandrelevance

Sapporo focuses on Black Label and rolls out its largest-ever marketing campaign to capture expected beer demand growth.

Asahi Group Holdings Ltd
2502
▲ PositiveDemandrelevance

Asahi renews Asahi Super Dry and hands out about 60,000 free beer cans nationwide to boost demand ahead of the tax change.

Suntory Beverage & Food Ltd.
2587
▲ PositiveDemandrelevance

Suntory converts third-category Kinmugi into beer and launches a new commercial to capture expanding beer demand.

Digital Finance & Tokenization▲
AEON Co., Ltd.
8267
▲ PositivePricingrelevance

Aeon cuts its private-brand Premium Draft Beer price by 11 yen to 162 yen from October 1, a price change on its own product.

Biotech & Genomic Medicine▲
Kirin Holdings Co. Ltd.
2503
▲ PositiveDemandrelevance

Kirin renews Ichiban Shibori Draft Beer and steps up promotions as beer demand is expected to expand after the October 1 tax unification.