Kirin Brazil focuses on diversification of sales channels

The Kirin Group company Brazil Japanese Kirin Holdings and owner of brands such as Schin, Eisenbahn, Baden Baden, Kirin Ichiban and Debauched, carries out a pilot project to distribute its beers in low-income communities. The company reported that seeks to help entrepreneurs in these communities to become micro.
The initiative is part of the company''s shares to diversify sales channels and regain market share lost in recent years to rivals such as Ambev, Heineken and Grupo Petrópolis.
The company also closed e-commerce partnership for delivery of special beers (Eisenbahn, Baden Baden, Kirin Ichiban and Lecherous) across the country. Sales are made through the site WBeer, which offers 26 Brazil labels Kirin. According to the company, the self-service market has shown better performance in comparison with bars and restaurants, factor that motivated the company to seek alternatives to expand sales of beers.
The Brazil Kirin reported that broadened the distribution and the presence of the brands self-service stores and diversified packages of Eisenbahn, with versions in 350 ml cans and bottles of 600 ml.
In 2015, the Kirin Brazil had already done a restructure in the soft drink brand Schin, which was renamed Viva Schin and won new look and positioning. The changes have made it possible to raise the sales of soft drinks in single digits in the first half of this year. The expectation is to reverse the fall in sales of beers with the recent changes.
In the first half, Brazil Kirin reported an operating loss of 7 billion yen (R$ 225.2 million), compared with a loss of 600,000,000 yen (R$ 109,300,000) in the same range of 2015. Had sales revenue fall of 21% in the period, reaching 50.7 billion yen (1.63 billion R$).
The company reported that sales volume grew in Brazil, but due to the appreciation of the yen in relation to the real, the result in 2q10 revenue.
For the year, the company projects a 21.3% fall in sales revenue of Brazil Kirin, reaching 112.9 billion yen. In relation to operational performance, predicting a loss of 8.9 billion yen, compared with a loss of 11.7 billion yen last year.
Currently, Brazil Kirin owns 20 distribution centers and works with 160 dealers across the country. The company-which, in April, he sold soft drinks and beer factory installed in Rio for Ambev-competitor says that''s not negotiating other assets in the country.