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Kirin fast-tracks whiskey export targets in light of rapid overseas growth

When we last spoke with Kirin about its whiskey business earlier this year​, the firm had highlighted its target of increasing overseas sales for its Fuji branded whiskey to 50% by the year 2025.

However, in light of recent developments, the firm is now confident that it will be able to fast-track the achievement of this target and hit this goal by the end of 2022.

“Exports of the Fuji brand whiskey were up 2.5 times year-on-year in September 2022, and sales volumes grew 20-fold overseas after just one year of being launched [across markets including] Australia, China and the United States,” ​Kirin Corporate Communications Department spokeswoman Katsura Muraoka told FoodNavigator-Asia​.

“[The success of this brand overseas] has given Kirin the confidence to further launch this whiskey brand in Singapore in October 2022 with the introduction of Kirin Single Grain Japanese Whiskey Fuji and Kirin Single Blended Japanese Whisky Fuji.

“We will also the Single Blended variant into the United States and Australian markets [where] exports were previously limited to the Single Grain variant.

“Given all of these developments, Kirin now expects to achieve our 2025 goal of 50% overseas sales for the Fuji brand by the end of 2022 – three years earlier than the original target.”

The Kirin name has long been closely associated with beer, and more recently with wellness products due to its probiotics products under the Immuse brand – but the firm also aims to make a significant name for itself in the whiskey department, citing its specialty in Japanese whiskey as a unique selling factor.

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