AdverTimes
Apr 28, 2016

Suntory works to recharge Japan’s tired mainstream beer segment

CASE STUDY: The company is pursuing a strategy of sampling for its The Malts brand with a focus on shared house residents.

Suntory aims to position The Malts as a beer to savour

Japan’s total beer consumption is 5.407 million kilolitres, putting it in seventh place worldwide. However, the beer market has been in decline for the past 11 years, with matters especially challenging for the mainstream beer segment.

A variety of factors are at play, including the trend towards frugality and the increasing popularity of chuhai shochu highballs and wine.

Despite the challenging environment, shipments of beer enjoyed a small increase in 2015...

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