New Kirin slogan "Good taste makes you smile" in use since 2007
In October 2006, after announcing KV2015, Kirin Brewery made Kirin Beverage, a company listed on the first section of the Tokyo Stock Exchange, its wholly owned subsidiary. In December that year, the company made Mercian Corporation, a Japanese wine maker, its consolidated subsidiary to expand the Group's alcohol beverage business. In July 2007, celebrating its 100th anniversary, Kirin Brewery changed its trade name to Kirin Holdings Co., Ltd., and span off its alcohol beverage and pharmaceutical divisions to create the new Kirin Brewery Co., Ltd. and Kirin Pharma Co., Ltd., respectively—with Kirin Holdings being a pure holding company for the entire Kirin Group.
As a result, Kirin Brewery unveiled the Kirin Group Vision 2015 (KV2015) long-term business framework in May 2006, which outlined initiatives to achieve quantum-leap growth by 2015 and set quantitative targets for 2015. KV2015 highlighted three pillars of growth strategies to achieve three trillion yen in sales in 2015: (1) to become an integrated beverage group by leveraging the synergy between the alcohol beverage and soft drink businesses while bringing the domestic alcohol beverage business back to growth track; (2) to expand KirinРІР‚в„ўs overseas business; and (3) to develop the health food and functional food business into the fourth core after alcohol beverage, soft drink, and pharmaceutical businesses.
The Kirin Group faced increasingly challenging business environments during the first few years of the 2000s. Anticipating that the traditional and conventional way of doing business would hinder the Group's ability to grow in the future, Kirin Brewery set out to formulate aggressive group-wide growth strategies to proactively go after new business opportunities while adapting flexibly to changing market environments.
Through its NK21 and KG21 strategic initiatives, the Kirin Group transformed its organizational and business structures. To ensure that the transformation would continue to yield positive results, Kirin Brewery announced the New Kirin Declaration in 2001. The declaration demonstrated the Kirin Group's commitment to being focused on customers and quality, to enhancing its alcohol beverage business in Japan, and to taking greater advantage of intercompany synergies within the Group.
In this section, we look at histories of Japan Brewery and Kirin Brewery in 12 segments, each representing an epoch-making period in the two companies' histories.
Kirin Brewery Co., Ltd. was established on February 23, 1907, taking over the business of The Japan Brewery Co., Ltd., which had started marketing Kirin Beer in 1888. In its history of more than 100 years, Kirin Brewery has gonevthrough a series of hard times, including struggling to recover from a devastating earthquake in 1923 and from the postwar chaos in the late 1940s. Despite these challenging circumstances, the company has never wavered from its philosophy of being customer focused and quality focused, and has continued to expand its business.
> > > The History of Kirin
The History of Kirin | Corporate Profile | Kirin Holdings
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