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Asahi Beer to market Orion Draft nationwide

Date Posted: 2002-09-21

As the first sign of the new cooperation between Asahi Beer, a Tokyo based brewery giant, and Okinawa’s Orion Beer, Asahi will start marketing Orion Draft nationwide from Nov. 20. The beer will be sold in mainland outlets as Asahi Orion Draft, but in Okinawa the beer will stay Orion Draft.

According to the agreement, Asahi will sell 350 ml and 500 ml cans of Orion Draft. Although Orion enjoys a tax relief of ¥14 yen per can for beer sold within the prefecture, Orion Draft sold elsewhere in Japan will have no such advantage, and thus the price will be comparable to its competitors.

The company aims to sell 300,000 cases of Orion during the initial year. Asahi Beer sees Orions Okinawan roots a decisive marketing advantage. “Okinawa, and by extension Orion Beer, is strongly associated with leisure, resorts and good times. We are definitely planning to use this in our marketing,” Asahi Beer President Ikeda Koichi said when announcing the marketing plan.

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