Seven and i Holdings developed its private brand premium beer “Grand Kirin” joint with Kirin and introduced it in June this year. Grand Kirin is selling well, and the company revised the sales target in 2012 from 3 million bottles to 4.8 million bottles.
Likewise, the company developed “The Extra” jointly with Asahi Breweries. The new private brand beer will be sold at Seven and i’s 14,800 outlets nationwide. The Extra contains 80% more malt than Asahi’s Super Dry and its alcohol percentage is as high as 6.5. Alcohol free beers have grown popular among Japanese consumers. Is it the time to offer strong beer to consumers tired of alcohol free beers?