Kirin to launch Ichiban

That’s courageous. Kirin plans to produce its Ichiban Shibori draft beer in Brazil as of March 2014, Japanese media report. The Japanese probably hope to benefit from increased demands for beer forecasted for the 2014 World Soccer Cup to be held in the country.

While overall beer consumption declined in 2013 as high food price inflation left consumers with less money to spend on beer, premium beers seem to be bubbling along nicely. Since 2010, the premium segment’s share of the market has risen to 7 percent in 2013 from 5 percent in 2010. Especially Heineken has been able to make inroads into this segment, taking its share to 13 percent in 2012 from 4.5 percent in 2005.

This has alerted AmBev to the scene, announcing plans to double the volume of Budweiser’s sales by 2014.

Not to be outdone, Kirin has decided to also enter into the fray with its Japanese brand Ichiban. Its local subsidiary Brasil Kirin, based in Itu in Sao Paulo state, will make the beer. Kirin Holdings acquired Schincariol in 2011 and renamed the Brazilian firm Brasil Kirin.

Kirin plans to market Ichiban as a premium beer, likely selling the product for 8 reais (USD 3.37) to as much as 10 reais per 355ml bottle or twice the price of mainstream local varieties.

In Brazil, AmBev is the market leader (68 percent), followed by Petropolis (11.3 percent), Brasil Kirin (10.7 percent) and Heineken (8.6 percent).