Beer cans to carry ads

Japan's Suntory will use revenue to lower cost of low-malt beer

Apr 23, 2002 - Japanese brewer Suntory plans to sell advertising on cans of its low-malt beer in order to lower the price of the product. The ad revenues will make Suntory's new 350ml low-malt beer the lowest priced product on the market.


The first ad will be for Fast Retailing Co.'s clothing. Suntory is also negotiating with companies handling music software, movies and other products that attract customers in their 20s and 30s.

Competition in the low-malt beer market has intensified, forcing Kirin Brewery Co. to reduce the price of its product released in February, which Sapporo will match with a new beer in May.

Although Suntory tried to compete with both breweries by cutting the prices of some existing low-malt beers for a limited period, it was not able to reduce costs enough to fund the discounts.

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