Entering the canned chu-hai market as a latecomer, Kirin’s “Hyoketsu” has become a blockbuster product with a cumulative sales volume exceeding 17.5 billion units (250ml cans, until the end of March 2022). If we redefine a blockbuster product, it’s not just about individual sales but also about serving as a cornerstone for expanding the market itself.
In this regard, “Hyoketsu” is undoubtedly a transformative product for the canned chu-hai market. Since its introduction, the RTD (Ready To Drink) market, centered around canned chu-hai, has experienced rapid expansion. “Hyoketsu” was launched on July 11, 2001, towards the end of the summer season. In 2001, the RTD market was 350,000 kiloliters in size. However, amidst the COVID-19 pandemic in 2022, it grew to 1.63 million kiloliters, roughly 4.6 times larger over the span of 21 years.
Source: Mottainai company website
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