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SAPPORO
BREWERIES LIMITED (cont'd)
Overview
(cont'd)
- Other
Sapporo beer brands include Calorie Half, an all-malt beer; The Winter's
Tale, a seasonal beverage; Classic, a regional product, available
only in Hokkaido; and Black, a full-bodied drink.
- Sapporo
and Guinness have a partnership whereby Sapporo sells Guinness beer
in Japan and Guinness Ireland has a license to make all of Sapporo's
beer for European markets.
- As
is par for the course these days for Japanese brewers, Sapporo has an
ever-increasing stake in the surging happoshu trade.
- The
company's happoshu shipments increased by 14.8% in 2000. Sapporo
has yet to establish one distinctive happoshu line as Kirin has
with Tanrei. Instead, the company's efforts revolve around three
different brands, Brau, Reisei Karakuchi and Hokkaido, each of which
is still looking to forge a distinct personality.
- Any
growth in the company's combined beer and happoshu portfolio is
due to happoshu sales. The strong growth seen in 2000 has so far
continued into 2001, as Sapporo has increased its sales plans by
1 million cases to reach a total of 86 million cases.
- Sapporo
is not only Japan's number three brewer; it also stakes a claim as the
country's third largest wine seller.
- The
company's domestic winemaking operations are largely the efforts
of two wineries in Okayama and Katsunuma. The two wineries combine
for an annual production capacity of 2.4 million cases.
- While
both the domestic and imported wine markets have contracted in Japan,
imports have fared slightly better. Sapporo was no exception to
the rule, as its sale of imported wines rose 12% from 1999 to 2000.
The company imports and sells Della Casa from Italy, Santa Rita
from Chile, and French wines Cordier and Listel.
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