Product details

In response to being challenged in its home market by a smaller rival, Kirin Brewery, Japan''s leading brewer, rejuvenated its lager beer and launched three new products, including a dry beer to compete with Asahi Breweries'' enormously successful Super Dry. Shortly after the launch of Kirin Dry, two other major Japanese brewers also introduced dry beers. Kirin executives must now develop a strategy for the 1989 beer season. This case shows how the introduction of a new product was used to re-launch a company and how, within a short period of time, it dramatically changed the competitive environment in the Japanese beer industry. The case takes readers over a three-year period, now known in Japan as the ''dry beer war''. A video (IMD-5-0394-V) is available to accompany the case.