Our company's black history-Excessive belief falls to the throne-Kirin Brewery March 18 14:41

NHK will be broadcasting from 11:15 pm on March 19th (Friday) at BS Premium, a program that looks back on the past failures of companies = "black history" and searches for hints and lessons from them, "This is Matsunojo Kanda. We will broadcast "Our company's black history".

"This is the black history of our company"

"The Road to Regular Programs"

As a spin-off project, in the business special feature, we will introduce two series of companies that survive the present based on the lessons of the past "black history".

"Black history is the history of hardships."

Let's find a lesson to survive the turbulent times from the memories of the blood, sweat and tears of our predecessors who clenched their teeth under the headwind ...

The first spin-off project is "Kirin Beer".

While sales to izakaya and bars have fallen sharply due to the effects of the new coronavirus, sales of beer that claims to be "zero sugar" are increasing.

Taking the growing health consciousness of consumers in a timely manner, it is now a hit product and a driving force of the company.

At first glance, this product with smooth sailing, an unexpected "black history" was hidden in the background.

"Somehow" made a big mistake

In fact, for Kirin, "health-oriented beer" has a bitter memory of being forced to withdraw from the market after a catastrophic defeat.

It was 1980, 41 years ago.

Kirin launches a product called "light beer" with "30% off calories" in the foreground.

This is the first such product in Japan that considers not only taste but also health.

It may seem like an advanced challenge, but it was "somehow" that triggered it.

Mr. Anping

"At that time, the light beer market was steadily expanding in the United States, so I think it will sell in Japan as well. I heard that it was released with that idea."

However, when it was released, it did not sell well.

Although it is popular in the United States over the sea, in Japan, it is now a "close-up departure" with almost no marketing research that is commonplace, such as how much demand there is and what strategy should be sold to whom. The influence that had been sent out to the world appeared in a bad way.

Catastrophic defeat with less than 1% share

"Selling in the United States" equals, "It should sell in the same way in Japan"

--- Kirin continued to introduce new products without getting out of this belief, but even if it became a temporary topic, this is all Doesn't ring and doesn't fly.

After all, in 1997, 17 years after the first product, Kirin withdrew from the light beer market.

During this time, the share gained by Light Beer did not reach 1% of all beer-based beverages.

Humiliation of "fall of the throne"

As Kirin continues to stick to "light beer," one rival maker takes a strategy of thoroughly sticking to its flagship brand.

Aiming to beer that matches Japanese food, we have developed a new product with a refreshing taste that suppresses bitterness.

Although it is said to be a “one-legged method,” rival manufacturers that have concentrated their resources on this flagship brand have steadily increased their sales.

Finally, in 2001, Kirin was deprived of the top position in the domestic beer market, which he had been protecting for many years, by this rival maker.

Mr. Anping of Kirin Holdings recalls, "We developed products with only competition in mind, and at that time we lacked a consumer perspective."

In addition to product development that has been missed, the "black history" of falling to the top.

From there, Kirin decided to radically change the way beer is sold.

We started "dialogue with consumers".

By repeating questionnaire surveys and taste tests, we decided to thoroughly implement a strategy to find out what beer consumers want.

It's time for revenge!

More than 10 years have passed since the 2010s.

Through repeated dialogues with consumers, it has become clear that consumers are beginning to seek health consciousness in beer as well.

It was light beer, which had become a black history, that passed through the head of the person in charge.

"Now, I may be able to get rid of the humiliation."

If you do it anyway, do

not

make it halfway, but make a product that sticks to the needs of consumers.

Kirin aimed for "a beer with" zero sugar "and a satisfying taste."

Beer is said to have a lighter taste as the sugar content is reduced.

It took about five years to overcome this contradiction and complete a convincing product.

Feeding on failure

I also applied the lessons of the past to how to sell.

We decided to sell it as one of the company's signature brands, "Ichiban Shibori."

Instead of launching a whole new product from scratch, we used the well-known brand we already established to avoid extra investment.

At the press conference of the announcement, a tough question was asked, "I think the president himself does not think it is delicious," but he said that he felt a response this time when he developed it based on the needs of consumers. ..

Mr. Anping

"I wasn't worried this time. A new product born from the failure of light beer. I had higher expectations."

Clear sales target ahead of schedule

Based on the lessons learned from the past mistakes, the new product, which was developed with technology and passion, has been selling well since its launch in October last year, and last year's sales exceeded the initial target by 60%.

Light beer was once forced to withdraw and contributed to slipping from the top of the industry.

The former "black history" that hit the market this time is now a hit product that supports a part of management.

Kenta Shimai,

Reporter, Department of Economics,

Joined in 2012

After working at the Miyazaki and Morioka stations, he was in charge of the food and distribution industry at the Ministry of Economic Affairs.