By Cath Isabedra 

Kirin Brewery, with a rich history dating back to 1888, has long been a cornerstone of quality-oriented and customer-focused brewing in Japan. Originating from the Japan Brewery Company, Kirin’s dedication to excellence has permeated all its products, including its renowned craft beers. This legacy of prioritizing quality has not only sustained the company’s reputation but also guided its innovative strides in the craft beer sector. 

In the 1980s, Kirin was among the first Japanese breweries to explore the burgeoning microbrewery trend, inspired by developments in North America and Europe. As Namika Nishiyama, Corporate Communications at Kirin Holdings, highlighted, “Kirin Brewery has been a pioneer in craft beer in Japan.” This pioneering spirit led to the establishment of the Kyoto Mini Brewery in 1988, marking Kirin as a trailblazer in Japan’s craft beer movement. By supporting local craft brewers and emphasizing quality, Kirin has cultivated a thriving craft beer scene in Japan. 

Tradition meets innovation: Kirin Holdings’ craft beer initiative 

Kirin Holdings adeptly balances its traditional brewing methods with innovative practices to enhance the Japanese beer market. The company’s traditional approach centres on creating beers that resonate with Japanese consumers, who predominantly favour pilsner-style beers. However, Kirin is also committed to introducing a variety of beer styles to the market, which reflects its commitment to staying agile in reflecting global trends and expanding consumer palates.  

Nishiyama emphasized, “The main objective of the craft beer business is not only to serve the immediate market, but also to ensure the future survival of the business and increase the value it can provide to consumers.” 

This dual approach ensures the company meets current market demands and fosters long-term growth and sustainability. By combining traditional techniques with contemporary innovations, Kirin is staying true to its ethos of enriching the beer experience, making it more diverse and appealing to a broader audience. 

Cutting-edge brewing techniques define Kirin’s craft beer 

Kirin’s commitment to quality manifests in its use of advanced brewing techniques, particularly in its craft beer production. The company employs the dip-hop method, a proprietary brewing technique where hops are soaked during fermentation.  

Nishiyama explained, “In this process, hops are soaked during the fermentation process to bring out the impressive aroma of hops while removing the strong, pungent aroma and bitterness that can be a turn-off for some people.”  

Spring Valley Brewery, with locations in Tokyo’s Daikanyama and Kyoto, epitomizes Kirin’s craft beer philosophy. These small-scale breweries serve as creative hubs, allowing for rapid experimentation and development of diverse beer styles. Spring Valley Brewery leverages the restaurant setting and gathers direct consumer feedback and sales data, which informs broader market strategies, including retail offerings in supermarkets. “The brewery has a bar/restaurant that also serves as a test marketing facility,” noted Ms. Nishiyama. 

Whiskey wonders: Kirin’s innovative distillation techniques 

Kirin’s whiskey production is equally distinguished by innovation and tradition. Kirin’s whiskey venture, established in 1972,  aimed to blend the best of international whiskey production techniques with Japanese craftsmanship. The Fuji Gotemba Distillery, renowned for its unique features, such as using pure meltwater from Mt. Fuji and producing both malt and grain whiskey on-site, has garnered global acclaim. 

Recent investments have expanded the distillery’s capacity, enabling the production of a wider variety of spirits. This expansion supports Kirin’s goal of creating distinctive, high-quality whiskeys that cater to both domestic and international markets.  

“In response to the shortage of sake, the company invested in a new distillery and increased its storage capacity by approximately 20%.” 

Sustainability at the core: Kirin’s environmental commitment 

Kirin Brewery is committed to environmental sustainability, implementing rigorous water and energy conservation practices. The company optimizes water usage by reusing rinse water in initial cleaning processes and strictly controlling water flow rates.  

Additionally, Kirin is transitioning to 100% renewable energy for all its factories and sales offices by January 2024, significantly reducing its greenhouse gas emissions. “From January 2024, all Kirin Brewery factories and sales offices will purchase 100% renewable energy,” stated Ms. Nishiyama. 

Local ingredients, global appeal: Kirin’s commitment to quality 

Kirin incorporates locally grown ingredients, such as Japanese hops, to create unique beer flavours that celebrate regional specialities. By supporting local farmers and promoting sustainable agricultural practices, Kirin ensures the longevity of these ingredients. The company’s use of local hops in products like KIRIN ICHIBAN and SPRING VALLEY craft beers highlights its commitment to quality and innovation. 

“We are actively using Japanese hops in our products such as KIRIN ICHIBAN Siberite Hop Nama Beer and Kirin Harekaze,” shared Ms. Nishiyama. 

In the spirits sector, Kirin’s use of locally sourced fruits in products like Kirin Hyoketsu® mottainai Hamanashi demonstrates its dedication to reducing food waste and supporting local communities. These initiatives not only enhance product quality but also align with Kirin’s broader sustainability goals. 

Diverse and delicious: Kirin’s craft beer and premium whiskey portfolio 

Kirin’s craft beer and whiskey portfolios are designed to cater to diverse consumer tastes. The Spring Valley brand, for instance, offers a range of beer styles, including the popular SPRING VALLEY Hojun <496> and seasonal variations. Similarly, Kirin’s whiskey lineup features the highly regarded Kirin Whiskey Riku and the premium Kirin Whisky Fuji, which are known for their complex flavors and international recognition.  

“The Fuji brand has been on the market since 2020 and has grown significantly, with its taste highly acclaimed worldwide.” 

Nishiyama added, “In particular, the brand is highly acclaimed by customers for the variety of original spirits created from its unique origins and the taste created by the world’s number one blending technology. In the Icons of Whisky (IOW) 2017, Master Blender Jota Tanaka, was awarded “Master Distiller/Master Blender of the Year” at the Icons of Whisky (IOW) 2017.” 

As Kirin’s Fuji Gotemba Distillery celebrated its 50th anniversary in 2023, the occasion was marked by the release of the Kirin Whisky Fuji 50th Anniversary Edition. This limited-edition whisky pays homage to the distillery’s rich history and its commitment to excellence. Nishiyama shared, “In addition to the three standard single grain, single blended, and single malt products, Kirin Whisky Fuji 50th Anniversary Edition will be released as a limited edition to commemorate the 50th anniversary of Fuji Gotemba Distillery.” 

This exclusive release reflects the meticulous craftsmanship and innovation synonymous with the Fuji Gotemba name. The limited quantities available make it a coveted addition for whisky aficionados and collectors alike. It highlights the unique flavours and high-quality production techniques that the distillery has perfected over the past five decades. 

Further underscoring Kirin’s dedication to expanding its global footprint, the company has partnered with Pernod Ricard, a renowned global beverage distributor, to accelerate the international expansion of Kirin Whisky Fuji. Since last year, this strategic partnership has focused on penetrating European markets, introducing the distinctive characteristics of Fuji whisky to a broader audience. Nishiyama elaborated, “Fuji is also expanding its exports, and since last year, the company has partnered with Pernod Ricard to accelerate its expansion into European countries.” 

This move signifies Kirin’s ambitions to make a mark on the global stage. It enhances the accessibility of Japanese whisky, renowned for its unique blend of traditional craftsmanship and modern innovation. The collaboration with Pernod Ricard is set to bring Kirin Whisky Fuji to new heights, establishing it as a distinguished player in the international whisky market. 

Engaging consumers: Kirin’s strategy for craft beer and spirits 

Kirin’s communication strategy emphasizes experiential marketing to introduce consumers to craft beer. Kirin educates and engages with consumers through festivals, TV commercials, and innovative sampling methods, fostering a deeper appreciation for craft beer and whiskey. This approach ensures that Kirin remains at the forefront of consumer trends, continually adapting to meet evolving tastes and preferences.  

Since 80% of Japan’s population hasn’t even tried craft beer, Kirin aims to change the landscape.  

“We are focusing on providing opportunities for people to experience craft beer (i.e., getting people to drink craft beer).” 

Kirin Brewery’s historical roots, innovative brewing techniques, and commitment to sustainability have positioned it as a leader in Japan’s craft beer and spirits industry. Kirin continues to create high-quality, diverse products that resonate with consumers locally and globally. 

This article first came out in our “Sip the Spirit of Asia” issue.