Earlier this week, we were talking about Brooklyn Brewery teaming up with Carlsberg to distribute its beer portfolio in the United Kingdom. Now, news of a partnership with Kirin Holdings Co. in Japan has emerged. According to this article on The Japan Times:
Kirin Brewery Co. is considering entering into a partnership with Brooklyn Brewery of the United States, informed sources said Wednesday. The unit of Kirin Holdings Co. plans to manufacture and sell the New York state-based craft brewer’s Brooklyn Lager in Japan and Brazil starting next year, the sources said.
Through the tie-up, Kirin aims to expand its craft beer portfolio to meet growing demand in Japan at a time when beer consumption in the country has been on the decrease in general. Kirin is also considering establishing a joint venture with Brooklyn Brewery for marketing in Japan.
Kirin has been pursuing the craft beer market pretty hard for a few years now. Check out this article — it’s an overview of how Kirin sees craft as a way to bolster the sliding sales of its traditional beer offerings.