Page 13 - Kirin Holdings Case Study

Furthermore, the Lion Beer, Spirits, and Wine business,

saw profits rising following conclusion of a distribution
agreement with Anheuser-Busch InBev (ABI) in Australia.

Essentially, Kirin Group were leveraging its strengths by

boosting the brand equity of its main brands and

expanding craft beer sales.

Kirin Group were also pursuing a growth strategy for its
Myanmar Brewery, Kirin Beverages, and Kyowa Hakko

Kirin, as these were the main drivers of Group growth. In

the case of Myanmar Brewery, it was building the brewer's
main brand, Myanmar Beer, and expanding production

facilities and capacity to support long-term growth.

Mercian Winery

Furthermore, Château Mercian was using its three wineries

as a foundation for strengthening its activities to create

shared value by helping invigorate local Japanese areas

into active grape-growing suppliers for wine production.

Myanmar Brewery

Myanmar Brewery expected 2019 to see its beer market to

continue expanding at an annual percentage rate in the

high single digits. As the country’s economy grows, the

company aimed to capture demand from the growing

number of customers in the beer-entry segment and from

customers moving up to higher price categories. Myanmar
Brewery would consequently focus investment and sales

promotions on its core Myanmar Beer and Andaman Gold