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Japanese brewers targeting overseas drinkers
Ichiban Shibori, Super Dry and more take wing for global markets
Japanese suds -- coming soon to a country near you.
Beer lovers across Asia, Europe and the United States are in for an unanticipated treat, as the strong yen is turning Japanese brewers' heads to overseas markets and thirsty mouths beyond their own shores.
Major beverage makers there have traditionally bought up smaller firms in other countries, but the rise in the value of the Japanese currency -- among other factors -- is leading them to seek to export more.
Broad scope
The giant brewing companies have very specific regional targets.
Kirin, for example, will be pushing its Ichiban Shibori brand in Singapore, Thailand and Vietnam from next year, while Suntory is looking to Russia, the United States and New Zealand, likely with its Premium Malts brew in mind.
- More on CNNGo: Pitcher perfect: Japanese beer blog
Kirin says it hopes to increase overseas sales by 10 percent annually, with Japan market-leader Asahi seeking to sell 20 percent more of its Super Dry lager in China and South Korea.
Image conscious
Although often cited as being somewhat “samey,” Japanese beers have long been seen as high-quality brews regardless of actual flavor.
We’re just wondering if the brewers are likely to encourage the same marathon drinking sessions in other countries as they currently do at home.
