A recipe fit for the modern consumer Sensory analysis helps Kirin align its beverage portfolio to the evolving marketplace with the introduction of Hyoketsu, Japan’s leading ready-to-drink cocktail Japanese consumers took their first sips of Kirin beer in 1888, when the forerunner of Kirin Holdings Company, Limited, brewed a malt beverage for local drinkers. In 1907, the Kirin Brewery Company formed with the intention of widening the market for beer to a nation mostly unfamiliar with the product. Since then, Kirin has consistently brewed the nation’s No. 1 beer, in addition to offering an array of other alcoholic and non-alcoholic beverages. Responding to new trends in consumer tastes Though Kirin led the industry for nearly a hundred years, the company began losing market share

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