Image credit: Kirin Brewery Company, Limited. Source: https://i.postimg.cc/0Pw6hW73/kirin.png
Japan’s iconic Kirin Brewery Company has unveiled an ambitious international expansion strategy that could reshape the global beverage landscape. At a comprehensive press event in Tokyo earlier this month, the company announced plans to achieve a 20% global revenue target by 2035, building on its established presence across 40+ international markets. This bold move signals a significant shift for the food and beverage industry, as one of Japan’s most respected brewing companies accelerates its worldwide footprint through strategic regional headquarters, flagship brand expansion, and innovative partnerships.
Southeast Asia Takes Center Stage with New Regional Headquarters
The cornerstone of Kirin’s global strategy centers on the establishment of Kirin Brewery Southeast Asia in Kuala Lumpur, Malaysia, which officially launched on October 1st as the company’s dedicated Southeast Asia regional headquarters. This strategic positioning reflects the growing importance of the Southeast Asian market in the global food and beverage industry, where rising disposable incomes and evolving consumer preferences create unprecedented opportunities for premium beverage brands.
The new regional office represents more than just administrative convenience: it enables faster, locally-informed decision-making that’s crucial for success in diverse Southeast Asian markets. For food and beverage companies expanding internationally, this approach demonstrates the importance of regional proximity and cultural understanding in building sustainable growth.
“We’ve put the strategy, organizational structure, and regional partnerships in place, launching a new company in Southeast Asia is an epoch-making step,” said President and CEO Hideki Horiguchi. His emphasis on limiting large upfront investments while leveraging group synergies and contractual partnerships offers valuable insights for other food and beverage companies considering similar expansion strategies.
Three Strategic Brand Pillars Drive Global Growth
Kirin’s international expansion focuses on three flagship pillars that showcase the company’s diverse portfolio approach: KIRIN ICHIBAN Beer, Ready-to-Drink (RTD) Hyoketsu, and Fuji Japanese Whisky. This multi-category strategy reflects current food and beverage trends toward premiumization and category diversification.
KIRIN ICHIBAN Beer: Adapting to Health-Conscious Markets
The global rollout of KIRIN ICHIBAN includes new Zero Carb and 0.0 variants, directly addressing rising health consciousness among consumers worldwide. This product innovation demonstrates how traditional food and beverage companies must evolve their core offerings to meet changing consumer preferences while maintaining brand authenticity.
The introduction of non-alcoholic and low-carb options positions Kirin ahead of significant food and beverage trends that are reshaping the industry. As health-focused dining and drinking become mainstream, beverage companies that proactively develop healthier alternatives gain competitive advantages in key markets.
Hyoketsu RTD: Capturing the Ready-to-Drink Revolution
Hyoketsu’s international success story: ranking number one in light RTD categories in New Zealand and Taiwan: illustrates the global potential of Japanese-inspired ready-to-drink beverages. The brand’s expansion across Asia Pacific leverages integration with Japan’s innovation pipeline, demonstrating how food and beverage companies can scale successful regional products internationally.
The RTD category represents one of the fastest-growing segments in the beverage industry, appealing to consumers seeking convenience without compromising on quality or taste. Kirin’s approach shows how established companies can enter trending categories while maintaining their premium positioning.
Fuji Japanese Whisky: Premium Positioning in Global Markets
The expansion of Fuji Whisky builds on the growing global appreciation for Japanese spirits, tapping into premiumization trends that continue to drive food and beverage industry growth. As consumers increasingly seek authentic, craft-quality products, Japanese whisky has emerged as a significant category with strong growth potential across international markets.
Regional Expansion Strategy: Localized Production Meets Global Standards
Kirin’s regional approach demonstrates sophisticated understanding of international food and beverage market dynamics. The company’s strategy varies by region, reflecting different market conditions, regulatory environments, and consumer preferences.
Asia Pacific: Manufacturing Closer to Market
In Asia, Kirin plans progressive local production and manufacturing while maintaining export operations from Japan and its Zhuhai, China base. “Beer is fundamentally a local business, our aim is to brew closer to the market,” explained Kosuke Fujishima, General Manager of the Overseas Business Division.
This approach balances authenticity with practicality: a crucial consideration for food and beverage companies expanding internationally. By maintaining Japanese core identity while localizing flavors and product content based on consumer insights, Kirin demonstrates how to preserve brand integrity during global expansion.
North America: Strategic Partnerships
The deepened collaboration with New Belgium Brewing, which became responsible for Kirin Beer production and sales in January 2025, illustrates the power of strategic partnerships in food and beverage expansion. This approach allows companies to enter complex markets through established local expertise while focusing resources on brand development and marketing.
Europe: Optimizing Production Capacities
Kirin’s European strategy focuses on expanding beer (including ICHIBAN 0.0) and Fuji Whisky while optimizing production across Germany and the UK. The company’s new partnership model for deeper UK retail penetration shows how established food and beverage companies can adapt their distribution strategies for different market conditions.
Oceania: Leveraging Existing Networks
Working with Kirin Group subsidiary Lion to grow ICHIBAN’s Australian market share while maintaining Hyoketsu’s leadership in New Zealand demonstrates how corporate family relationships can accelerate international expansion in the food and beverage sector.
Innovation and Sustainability: Future-Proofing the Business
Kirin’s emphasis on technical ties and gradual capability shifts near target markets reflects broader food and beverage industry trends toward localized innovation. The company’s approach to maintaining Japanese authenticity while adapting to local preferences offers a blueprint for other international food and beverage brands facing similar challenges.
The focus on sustainability and health-conscious products positions Kirin advantageously as food and beverage trends continue evolving toward more responsible consumption. Companies that proactively address these concerns while maintaining product quality and taste appeal are better positioned for long-term success.
2026 Sporting Event Partnerships: Global Brand Building
Kirin’s alignment of ICHIBAN and Hyoketsu with major international sporting events in 2026 represents strategic brand building on a global scale. These partnerships will showcase the company’s strength in creating impactful global experiences while celebrating Hyoketsu’s 25th anniversary across seven overseas markets plus Japan.
For food and beverage companies, major sporting events provide unparalleled opportunities to build brand awareness and connect with diverse international audiences. Kirin’s approach demonstrates how to leverage such partnerships effectively across multiple product categories and markets.
Industry Implications and Lessons
Kirin’s comprehensive global strategy offers valuable insights for food and beverage industry professionals:
Regional Headquarters Approach: Establishing dedicated regional operations enables faster decision-making and better local market understanding, crucial factors for international food and beverage success.
Multi-Category Portfolio: Diversifying across beer, RTD, and spirits categories provides multiple growth vectors and reduces dependence on any single product segment.
Health-Conscious Innovation: Developing zero-carb and non-alcoholic variants addresses major food and beverage trends while expanding addressable markets.
Strategic Partnerships: Collaborating with established local players can accelerate market entry and reduce expansion risks for food and beverage companies.
Authenticity Balance: Maintaining core brand identity while localizing product attributes demonstrates how to scale internationally without diluting brand value.
About Kirin Brewery Company Limited
Kirin Brewery Company, Limited stands as one of Japan’s most iconic and respected brewing companies, dedicated to delivering premium quality beer, whisky, and ready-to-drink (RTD) beverages to consumers worldwide. With a legacy built on craftsmanship, innovation, and a passion for excellence, the company proudly represents the rich brewing heritage of Japan on the global stage.
As a core company within the Kirin Holdings Group, Kirin Brewery plays a key role in expanding Kirin’s alcohol business across North America, Europe, Asia and Oceania, and emerging global markets, offering brands that are deeply rooted in quality and crafted to suit evolving consumer lifestyles.
The company’s ambitious growth roadmap positions it to capture significant opportunities in the evolving global food and beverage landscape, setting new standards for international expansion in the brewing industry.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
