The Japanese Imported Beer Market 2011
|発行||Universal Data Resources, Inc.||商品コード||219243|
|出版日||ページ情報||英文 26 Pages
On The 11th of March 2011 at precisely 14 minutes and 18.1 seconds past 2 in the afternoon a massive earthquake occurred at Sanrikuoki off the eastern pacific seaboard of Japan. The enormous tsunami generated by the magnitude 9 earthquakes inundated areas up to 6 kilometers inland from the coast and reached heights of 8 to 9 meters in the prefectures of Iwate, Miyagi and Fukushima, killing in excess of 20,000 people and leaving almost total destruction in its wake. The resultant destruction to an important part of Japan' s industrial infrastructure and subsequent disruption caused by large-scale power outages and continuing aftershocks has had a direct effect on both the Japanese and global economies. Furthermore, in addition to causing a nation-wide power crisis, the release of radioactive materials into the atmosphere and sea caused by the damage to the No. 1 Fukushima Nuclear Power Plant now constitutes both an enormous social and ecological problem that has made the Japanese question the sustainability and future of nuclear power generation. Initially in the affected areas, beer-brewing giants including Kirin Brewery (licensed producer of Budweiser, Heineken and other leading overseas brands) and Asahi Breweries were forced to temporarily stop production resulting in a large fall in overall sales. Production and normal supply has now been resumed.
While demand for beer rapidly returned to pre-quake levels following the slump immediately after the earthquake, importers of foreign beer remain concerned over the long term economic damage caused by the earthquake which many fear may prolong Japan' s emergence from the current long running recession.
The majority of imported beer continues to be retailed via commercial premises such as restaurant-pubs, pubs, beer bars, hotels and Chinese restaurants, etc. However, apart from this there exists a solid core of dedicated consumers who will only purchase specific brands from supermarkets and liquor stores, etc.
With regard to marketing strategy, the majority of importers of foreign beer are focusing on a long-term policy of raising brand recognition of their product. This is based on the belief that increasing the overall number of opportunities/outlets where the beer can be consumed will result in improved long-term sales and ultimately prove more successful than achieving immediate high volume sales through short-term promotional gimmicks. One such example is the holding of "Okotoberfest" like events to enable consumers to sample a wide array of foreign beers (See below).
The section "<4> Sales of Imported Beer in Japan 2010-2011" includes "Sales in 2010," "Sales during January-June in 2011" and "Sales Target in 2011" of each of the 57 main brands (imported beers). Detailed information for each company such as address, phone number, fax number, website, etc. are reported in the section "<5> Corporate Information". The report is amply illustrated with color photos.