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
Related Articles
AEON Launches 41 New Snacks in TOPVALU Series: Supporting Energy, Relaxation, and Guilt-Free Indulgence from September 17th.
AEON Co., Ltd. (Chiba City, Mihama Ward, President Akio Yoshida) will launch the second installment of the "TOPVALU Tokimeku Oyatsu-bu" series on Tuesday, September 17th. This new release includes 41 varieties of snacks, such as gummies, chocolate, and vegetable...
Easy-to-Range Bean Curd Noodles” microwavable powdered seasoning from Tamanoi Vinegar (Sakai, Japan)
It is made by simply mixing ground meat and water together in a heatproof bowl, adding cut tofu, and heating at 600 watts for 4 minutes and 30 seconds. It is made with a blend of 16 spices, including two kinds of chili peppers, and three kinds of miso. 1 bag (16...
Preparing for Disaster: How Japanese Retailers are Leading the Way with Rolling Stock Strategies
September 1st marks "Disaster Prevention Day" in Japan, a day dedicated to raising awareness and promoting preparedness for natural disasters such as earthquakes, tsunamis, and typhoons. In recent years, the importance of disaster preparedness has become increasingly...