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Ensuring food safety and security Ensuring stable supply, safety and reliability as a pharmaceutical company Provide pharmaceuticals for Unmet Medical Needs Support for maintaining the immune system Ensuring occupational health and safety Support for the prevention of non-communicable diseases Implementation of health management Helping to improve the performance of brain function and prevent decline Improvement of access to nutrition Community Engagement Respect for human rights Sustainable development of communities in raw material production areas and business development regions Creating bonds and trust for people's well-being Enhancing the sustainability of food economy Sustainable supply chain Community Topics Respect for human rights Kirin Group Human Rights Policy Embedding the Kirin Group Human Rights Policy in practice Implementing Human Rights Due Diligence The Environment Sustainable use of biological resources Sustainable use of water resources Sustainable recycling of containers and packaging Overcoming climate change Kirin Group's Environmental Vision 2050 Message from Top Management Engagement Vision / Policies / Structure Environmental management and CSV Holistic Environmental Management Information Disclosure Based on the TCFD Framework, TNFD Framework Draft, etc. Our Holistic Approach Third-Party Evaluations of environment Environmental Topics A Responsible Alcohol Producer Dealing with alcohol-related problems Policy and System Food and Beverages Kirin Brewery Company, Limited Lion Pty Ltd Kirin Beverage Company, Limited Mercian Coca-Cola Beverages Northeast, Inc. 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Kirin Beverage Company, Limited Core technology that assures value creation Accelerating intellectual property activities that leverage technological capabilities for the business Diversity and inclusion, culture for innovation Strengthening the human capital capability Diversity Cultivating the organizational culture Corporate Policy Achieving "Joy brings us together" The Story Behind Kirin Beer Labels Corporate Overview Barrier-free route to Kirin Group Head Office Group Companies Kirin Brewery Company, Limited Kirin Beverage Company, Limited Mercian Corporation Company History 1885‐1949 1950‐1989 1990‐1999 2000‐2009 2010‐2019 2020‐ Our Approaches in Quality Quality management Ensuring Product Safety and Reliability in the Food & Beverages Domain Ensuring Product Safety and Reliability in the Health Science Domain Chart Generator Yearly Data Quarterly Data Management Policy Corporate Disclosure Policy Financial Data Message from the Chief Financial Officer Management Analysis Of Financial Position, Operating Results, And Cash Flows Business Segments Consolidated Balance Sheets Consolidated Statements of Income Statements of Cash Flows Non-Financial Information Message from Senior Executive Officer of CSV Strategy ESG Databook Guideline Content Index Share-related Information General Meetings of Shareholders Dividend Payments and Own-share Repurchase Stock Information Share Data Stock Quote Bonds and Rating Analyst Coverage Articles of Incorporation and Regulations Public Notice IR Library Financial Results（Financial Results/Presentations/Financial Statements） IR News Releases IR Events Releases and Presentations Archive Integrated Report Investor’s Guide Market data and Sales Kirin Group Environmental Report Management Plan Releases and Presentations Long-term (Archive) Medium-term (Archive) Current Fiscal Year (Archive) Management Structure Interview with Independent Non-executive Directors 2022-2024 CSV Commitments 2019-2021 CSV Commitments Social contribution activities The Pink Ribbon Activity JICA-KIRIN Fellowship Program Marketing Communication Policy(MCP) Guidelines of Product Labeling Respect for human rights Kirin Group Human Rights Policy Embedding the Kirin Group Human Rights Policy in practice Implementing Human Rights Due Diligence Sustainable development of communities in raw material production areas and business development regions Japanese hops Tea Leaves Vineyards Sustainable supply chain Policy on Sustainable Procurement Activities to Promote Sustainable Procurement Working Together with Suppliers Engagement Dialogue 01 Dialogue 02 Dialogue 03 Dialogue 04 Dialogue 05 Holistic Environmental Management Information Disclosure Based on the TCFD Framework, TNFD Framework Draft, etc. Risks and Opportunities Dealing with alcohol-related problems What is Slow Drinking? 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establishment of the 2018 Human Rights Policy Activities to Promote Sustainable Procurement Past Reports on human rights impact assessments of supply chains JICA-KIRIN Fellowship Program Greetings from the Host Institution Representatives Overview Fellow Introduction About United Nations University-Kirin Fellowship KIRIN CSV REPORT 2020 Message from Top Management Past and Present Special Feature: Growth Strategies for the Health Science Domain Strengthening Organizational Capabilities Financial and Non-financial Highlights Message from the Chief Financial Officer Interview with the Non-executive Director KIRIN CSV REPORT 2019 Message from Top Management Interview with the Chief Financial Officer Strengthening Our Non-Financial Assets CSV Stories CASE1 Pharmaceuticals business CSV Stories CASE2 Businesses bridging Pharmaceuticals and Food & Beverages CSV Stories CASE3 Community Engagement CSV Stories CASE4 The Environment CSV Stories CASE5 A Responsible Alcohol Producer Discussion with Management Interview with an Outside Director Financial and Non-financial Highlights Past and Present KIRIN REPORT 2018 Message from Top Management Discussion with Management, Part1 Discussion with Management, Part2 Interview with an Outside Director CASE1 Kirin Ichiban Shibori Relaunch and Craft Beer Market Development CASE2 Pharmaceuticals for Worldwide Markets CASE3 Lactococcus lactis strain Plasma Stars in New Products CASE4 Advanced High-Efficiency Facilities at Myanmar Brewery History of the Kirin Group The Kirin Group Today Overview by segment and business for fiscal 2017 Management's discussion & analysis Financial & Non-Financial Highlights KIRIN REPORT 2016 To Our Stakeholders Long-Term Management Vision and Medium-Term Business Plan CFO’s Message Overview of the Kirin Group’s Business Kirin’s Foundation for Value Creation Interview with an Outside Director KIRIN REPORT 2015 KEY POINTS ABOUT KIRIN Long-Term Management Vision and Medium-Term Business Plan KIRIN’S GROWTH STRATEGIES A Conversation between Outside Directors Management Issues for Sustainable Growth (Group Materiality Matrix) Technology (R&D) Foundation SCM Foundation Human Resources Foundation Fellow Introduction 2019 Fellow Researchers and Research Themes 2018 Fellow Researchers and Research Themes 2017 Fellow Researchers and Research Themes About United Nations University-Kirin Fellowship List of Former United Nations University-Kirin Fellows Special Feature: Growth Strategies for the Health Science Domain Strategic Decisions in 2019 / Message from the Officer in Charge of Health Business Strategy Part1 Interview with the Executive Officer of R&D Strategy Part2 Creating Synergies with FANCL Corporation Strengthening Organizational Capabilities Enhancing Kirin Beverage's marketing capabilities Development of our human resources Strengthening Our Non-Financial Assets Honkirin and our marketing reform R&D Strategy:Technology creating trusted value Human resources strategies:Diversity and inclusion, culture for innovation Financial & Non-Financial Highlights Financial Highlights Non-Financial Highlights To Our Stakeholders Kirin’s Management Environment,Vision, and Strategies Progress with the Medium-Term Business Plan Issues and Future Initiatives Aiming to Be a Company That Is Completely Trusted Long-Term Management Vision and Medium-Term Business Plan Long-Term Management Vision Medium-Term Business Plan Recognizing the Challenges and Future Initiatives Kirin’s Foundation for Value Creation The Kirin Group’s Value Creation Marketing Research & Development Supply Chain KEY POINTS ABOUT KIRIN Business Structure / Earnings Structure Kirin's History of Progress Long-Term Management Vision and Medium-Term Business Plan Long-Term Management Vision Medium-Term Business Plan List of Former United Nations University-Kirin Fellows 2016 Fellow's Research Projects 2015 Fellow's Research Projects 2014 Fellow's Research Projects 2013 Fellow's Research Projects 2012 Fellow's Research Projects 2011 Fellow's Research Projects 2010 Fellow's Research Projects 2009 Fellow's Research Projects Close [first sentense] Home Investor Relations IR Library KIRIN REPORT [Integrated Report] KIRIN REPORT 2016 Marketing Print Kirin’s Foundation for Value CreationMarketing The Kirin Group’s Value Creation Marketing Research & Development Supply Chain Kirin Group Marketing Supporting Sustained Growth Kirin aims to implement marketing that always integrates corporate activities from the consumer’s perspective. “Quality with Surprise”* is our key phrase for value creation, leveraging our inherited corporate DNA of “Quality First.” This approach comprises the foundation of marketing at Kirin. The Kirin Way for (4) Brand Building (KW4BB), a marketing framework shared throughout the Group, is our platform for giving shape to “Quality with Surprise” and putting together consumer-based marketing. CSV and digital marketing are drivers that advance consumer-based marketing. We will strive to realize value for society as value for consumers, and to use the latest digital technologies to optimize and advance marketing as a whole with a focus on consumers. Throughout our long history, we have fostered bonds with consumers, and these bonds are our greatest asset. Moving forward, we will strive to achieve sustained growth by continuing to rigorously create innovation from the consumer’s viewpoint ※“Quality with Surprise,” our key phrase for value creation of the Japan Integrated Beverages Business, comprises Kirin’s fundamental approach to marketing—continuing to rigorously work from the consumer’s viewpoint and to create new experiences for consumers through superb production and quality control capabilities (“good experiences through good products”). The Superiority of Kirin’s Marketing Foundation Based on the knowledge that we have cultivated, we independently formulated KW4BB with reference to examples of companies around the world that have excellent marketing. Under KW4BB, Lion and the Japan Integrated Beverages Business have rebuilt the targeted consumer insight*1 and proposition*2 for each brand, transitioning to insight-first marketing. In addition, we are applying KW4BB to the overseas KIRIN ICHIBAN business. For Nama-cha, we conducted a renewal rooted firmly in the brand’s DNA at the time of its launch. KW4BB was implemented with comprehensive communications from the consumer’s viewpoint. This received significant support from consumers and led to the creation of value through increased brand strength. We are implementing unique initiatives with CSV-driven marketing. These include 47 Todofuken no Ichiban Shibori, which has generated excitement in support of the pride of local regions and has been implemented in cooperation with consumers. Furthermore, digital marketing offers a deep understanding of consumers through the use of data and helps to deepen the brand experience. With Kirin Hyoketsu®, we succeeded in revitalizing the brand with comprehensive communications utilizing digital initiatives. Our bonds with consumers are one of our assets, and to reinforce those bonds we will need to continue to build brands with everyone who is involved with our businesses. In the future, through programs and other initiatives to deepen understanding of KW4BB, we will take steps to ensure that all employees work with a consumer focus. In this way, we will create a range of innovation and bolster the foundation for “good experiences through good products.” ※1The true feelings of consumers, not limited to what they say ※2Proposals drawing on distinctive brand characteristics to reflect insight Initiatives for Further Growth With digital marketing, we are achieving results that are drawing attention, even from other industries. Integrated marketing, which coordinates mass marketing, digital marketing, and real communication, has started to accelerate. In particular, Kirin Ichiban Shibori, Kirin Hyoketsu®, and Kirin Tanrei Green Label have drawn significant attention, including among younger consumers, and a contribution is being made to increasing the image not only of the brands but also of the Company. DRINX, our original e-commerce site, is a platform for co-creation of value with consumers. We are building a new marketing model for developing craft beer, Japanese wine, and whiskey brands, including the establishment of relationships especially with consumers who are interested in alcoholic beverages. Having accumulated consumer behavioral data through these types of marketing activities, we will provide personalized, optimal brand experiences to each consumer. In this way, we are aiming to build sustained relationships with consumers. In addition, we are working to increase marketing ROI by using digital data to improve effectiveness verification and are striving to achieve innovation in marketing through the aggressive introduction of AI and other leading-edge technologies and through the use of big data. In the current age, digital initiatives are used to build ongoing relationships between individual consumers and brands. It is the capabilities of people that support brands and generate new innovation. Moving forward, we will further increase marketing organizational capabilities, enhance relationships with individual consumers, and further deepen marketing. Digital marketing using the latest technologies will be the driver of these initiatives. Example:Château Mercian Leads Japanese Wine One of Kirin’s marketing strengths is the incorporation of CSV concepts, which enables us to provide products that offer value for society as value for consumers. Japanese wine is the focus of growing international attention, and Mercian is working to increase the quality of domestically produced grapes, which are an ingredient for Japanese wine, and to expand vineyards from a long-term perspective. At the Mariko Vineyard in Nagano Prefecture, grape cultivation implemented with an aim of suitable varieties on suitable land has led to the utilization of idle land. By contributing to Japanese agriculture and regional revitalization through winemaking, we will develop Mercian into a brand that local communities care about and are proud of. Moreover, through Château Mercian, we will contribute to increasing the international evaluation of Japanese wine by expanding awareness of the quality of Japanese wine and providing it to more consumers. Kirin’s Foundation for Value Creation The Kirin Group’s Value Creation Marketing Research & Development Supply Chain KIRIN REPORT 2016 To Our Stakeholders Long-Term Management Vision and Medium-Term Business Plan CFO’s Message Overview of the Kirin Group’s Business Kirin’s Foundation for Value Creation Interview with an Outside Director Integrated Report Share Please do not forward or share information about alcoholic beverages with anyone under the legal drinking age. Purpose Message from Top Management CSV Purpose Long-term Management Vision and Medium-Term Business Plan KIRIN’s HISTORY Corporate Governance Risk Management Value Creation Model Impact CSV management Management Issues for Sustainable Growth (Group Materiality Matrix) A Responsible Alcohol Producer Health and Well-Being Community Engagement The Environment Other material agenda and governance Domains Product brand Food & Beverages Health Science Pharmaceuticals Drivers Core technology that assures value creation Consumer centric marketing ICT accelerating value creation Diversity and inclusion, culture for innovation Financial Strategy Profile Investors Careers Newsroom Contact Us Terms and Conditions Privacy Policy Site Map You must be of legal drinking age to consume alcohol. Don't drink and drive. Enjoy responsibly. It is advisable not to drink alcohol during pregnancy and breastfeeding. Do not litter! Let's recycle after drinking! © 2007-2024 Kirin Holdings Company, Limited. TOP