Diageo and Kirin agree to form Joint Venture in Japan
6 April 2009
Diageo plc
Diageo plc (Diageo) and Kirin Brewery Co., Ltd. (Kirin) today announced an agreement to
form a joint venture in Japan to expand distribution of Diageo products and contribute to the
growth objectives of both companies.
The joint venture company, to be named Diageo Kirin Company, Limited, will be 51%
owned by Diageo and 49% by Kirin, and is expected to begin operations in June, 2009.
Combining the capabilities and expertise of both companies, the new firm will develop the
overall business strategy for Diageo premium brands to be sold by Kirin in Japan. It will also
provide nationwide brand marketing support to both companies, and modern on-trade sales
support in the Tokyo, Osaka and Nagoya metropolitan areas.
The Diageo premium brands to be sold by Kirin and distributed through Kirin’s nationwide
distributor network will include Guinness, Kilkenny and Smirnoff Ice, plus brands already
handled by Kirin, namely Captain Morgan rum, Crown Royal, Gilbey’s Gin, Gilbey’s Vodka,
Godiva, Myers’s rum, Seagram's Seven Crown and Seagram VO.
Diageo noted that Kirin has a sophisticated distribution network that extends nationwide, and
has a strong sales pedigree in the Japanese beer market. This provides an optimal platform
from which to expand Diageo’s premium beverage alcohol business in Japan.
Kirin said it will be aiming to increase demand and gain market share in the Japanese alcohol
market, addressing the diversification of personal preferences within Japan’s aging
population. Kirin said boosting alcohol market share will make an important contribution to
achievement of the Kirin Group’s KV 2015 long-term vision calling for a quantum leap in
growth.
- ends About Diageo plc:
Diageo is the world's leading premium drinks business with an outstanding collection of
beverage alcohol brands across spirits, wines, and beer categories. These brands include
Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan,
Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company,
trading in more than 180 markets around the world. The company is listed on both the New
York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information
about Diageo, its people, brands, and performance, visit us at Diageo.com.
About Kirin Brewery Co., Ltd.:
Kirin Brewery Co., Ltd. is positioned at the core of the Kirin Group's domestic alcohol
business and offers a diverse lineup of alcohol beverages and spirits, including the classic
Kirin Lager Beer, first introduced nearly 120 years ago; Kirin Ichiban Shibori draft beer;
happo-shu; “new genre” beverages and RTD; shochu; whisky and other spirits. The company
pursues a customer-focused approach with due attention to changes in customer preferences,
values and lifestyles. Kirin Brewery is listed on the Tokyo Stock Exchange (2503).
Contacts
Diageo:
In Japan:
Kreab Gavin Anderson Japan
Jim Weeks/Kyoko Wada +81 3 5404 0640
In Asia:
Diageo plc
Jen Yap, Communications Manager, Asia-Pacific
HweeJen.Yap@diageo.com
+65-6511-9356
In London:
Diageo plc
James Crampton, Head of Financial Communications
James.Crampton@diageo.com
+44-20-7927-4613
Kirin:
Kirin Brewery Company, Limited
Communications Dept.
Tel: +81 3 5540 3450
Fax: +81 3 5540 3550