Consuming Japan
Twenty Years It's Been 
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Reading the article on Kirin Beer’s strategy for the next 100 years in the June, 2007 Bulletin of MCEI in Japan, I was startled to be reminded that it was in 1987, already two decades ago, that Asahi launched Asahi Super Dry and turned the Japanese beer industry on its head.
The bubble was still going up. It would be four years before the collapse in 1991. Super Dry perfectly caught the mood of its “Japan as No. 1” era, with a brand image combining international, dynamic, masculine, sophisticated values. I also noted the candor with which Kirin marketing chief Hidefumi Iwasa reflected on Kirin’s mistakes as it groped for ways to counter Asahi and address the emergence of hopposhu (malt liquor) and “third beverage” competitors to beer. I wondered how many USA or European marketing executives would so frankly discuss the lessons learned from failure instead of focusing entirely on upbeat success stories.
54 People Have Commented:
Dear John,
First I would like to say i found your web site by chance and I really like it.
I am working in advertising here and I am looking for informations on Asahi strategy, i tried to find the bulletin of MCEI but nothing…
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Posted by (JavaScript must be enabled to view this email address) on 01/29 at 03:32 AMExcellent write up, very interesting read!
Posted by Japan on 07/18 at 08:19 AMIn the severe business competition over market share for beer and low-malt beer, these two major brewers are responding to rapid changes in the market environments as they battle their way into new product areas.
Posted by piano teachers on 08/22 at 07:43 AMi am willing to drink it, because I’ve heard that its really good and not poisoned.
Posted by link building on 09/13 at 12:53 PMKirin has impressively managed to dodge two stereotypes. Firstly, it has opted against insipid tailgating-wet-dream beer stereotypes, instead choosing to soundly moor itself to the motherlandfs loopy aura of dragons and Shinto exotica. Secondly, Kirin has chosen wisely to avoid capitalizing on – for the most part – the most hackneyed aspects of Japanese culture.
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