Beer, Beer-Like Drink Shipments Set Record Low

Beer and near-beer shipments in Japan set a record low in 2007 according to industry data.

Shipments declined for the third consecutive year and hit the lowest level since the industry began keeping data in 1992. The previous low was in 2006.

Shipments in 2007 decreased 0.3 pct from the previous year to 496.08 million cases. A case contains the equivalent of 20 633-milliliter bottles.

The drop reflects crackdowns on drunk driving and a decrease of the overall drinking population industry officials said. They also point to a  decreasing birth rate and an aging of society.

Asahi Breweries Ltd. was Japan's top brewer for the seventh straight year with a 37.94 pct market share. Kirin Brewery Co. was  second at 37.75
Suntory Ltd. increased market share to a record 10.97 pct due to brisk sales of the Premium Malt's brand,

Shipments of low-malt "near beer" alcoholic drinks fell 2.5 pct to 121,667,000 cases, the fifth straight fall, losing consumers to lower-priced third-segment beverages.

Amid dwindling support from young generations, three of Japan's four major brewers project lower sales of beer and quasi-beer products in 2008.

Suntory Ltd., the smallest of the four, was the only company that projected a sales increase. The company expects to increase its sales by 1.8 pct to 55.5 million cases.

The brewers' bearish projections are attributable in part to their planned price hikes due to a rise in the materials costs.

Tokyo, Jan 17, 2008 (Jiji Press) -