A New Phase in the Autumn Beer War! Measures taken by Asahi, the industry leader, in response to Kirin and Suntory’s new product offensive
Kinmugi, the “third beer,” is coming as a “beer!
Summary of the first part of this article
Asahi Beer, the reigning king of the industry for almost 40 years, is suffering from the launch of Kirin’s new product “Killing Good Ale”, the second largest in the industry, and ransomware attacks from criminal groups. Suntory is not doing well with its new product, “Suntory Draft Beer,” and is only expanding its existing products horizontally.
At first glance, Suntory appears to be unable to make any new moves. However, Mr. MJ, the aforementioned director, analyzes this as the calm before the storm.
Suntory has decided to raise the malt content of “Kinmugi” from less than 50% to more than 50% and classify it as a beer due to the impact of the revision of the Liquor Tax Law next year. Needless to say, “Kinmugi” is by far the number one brand among “third beers,” with annual sales of approximately 30 million cases.
I drank a prototype of the beer version of “Kinmugi” at the presentation, and it had a well-balanced taste that was both beer-like and Kinmugi-like, and Suntory has repeatedly stated that it will keep the price affordable, so I don’t think existing fans will leave because of the beer version.
In fact, from the perspective of Suntory’s rivals, the arrival of “Kinmugi,” which has a large number of fans in the beer market, is a major threat. Major League Baseball It would be like having the number one pitcher in the Japanese baseball world move to the major leagues.
On October 7, Sapporo Beer, maker of “Yebisu Beer” and “Sapporo Draft Beer Black Label,” released “Sapporo Draft Beer Black Label EXTRA THINK” in limited quantities, featuring a clear flavor without any unpleasant taste.
The company’s draft beers “Sapporo Draft Beer Black Label” and “Yebisu Beer” have their own dedicated fans,” said Mr. Masahiro Nakamura, president of Sapporo Beer. Sapporo Beer has a craftsman-like quality, as if it aims to satisfy its fixed customers by steadily producing high quality products. Although its rivals are moving in various ways to revise the Liquor Tax Law, it is likely that it will not do anything unusual and continue the horizontal development of its two signatures at its own pace,” he said.
However, Sapporo HD is currently planning to sell the real estate it owns, mainly Yebisu Garden Place, and is continuing negotiations with a consortium of companies led by a U.S. investment fund with the aim of reaching an agreement by the end of this year. The company plans to use the proceeds from the sale, which are estimated to be in the 400 to 500 billion yen range, to strengthen its alcoholic beverage business.
An industry source said, “There is a strong possibility that the company will use the cash to make capital investments for the development of new products to follow in the footsteps of Sapporo Draft Beer Black Label and Evisu Beer.
Kirin Brewery is aiming for new supremacy with its Kirin Good Ale, Suntory is planning to convert Kinmugi into beer by taking advantage of the revision of the liquor tax law, and Sapporo Brewery is trying to raise a large amount of development funds through the sale of real estate. How will Asahi Breweries, which has wounds all over its body, respond to these three companies that have launched a counterattack against the king? Economic journalist Takai Naoyuki talks about the situation.
On April 15, the same day as Kirin Ichiban Shibori White Beer, Asahi Beer launched Asahi The Vitalist, a beer with a pronounced bitter taste. It is selling well, with the annual target revised upward from 2 million cases to 2.8 million cases. The overwhelming popularity of the Asahi Super Dry brand allowed us to develop a product that would deeply appeal to the segment of consumers who drink beer on a daily basis and prefer bitter tastes.
In September, we also renewed Asahi Super Dry Dry Dry Crystal, a 3.5% low-alcohol beer, with a richer flavor. It is being marketed to the younger generation who prefer low-alcohol beverages. Asahi Super Dry” is aimed at the mass market, “Asahi The Vitalist” at the core market, and “Asahi Super Dry Dry Crystal” at the light market.
Which brewer will be able to deliver the sharpest blow to Asahi Beer, which continues to play the Yokozuna Sumo game, for better or for worse?
From the November 14-21, 2025 issue of FRIDAY
