Diageo and Kirin agree to form Joint Venture in Japan
Diageo plc and Kirin Brewery Co. Ltd. agree to form a joint venture in Japan to expand distribution of Diageo products and contribute to the growth objectives of both companies. The joint venture company, to be named Diageo Kirin Company Limited, will be 51 percent owned by Diageo and 49 percent by Kirin, and is expected to begin operations in June, 2009.
Combining the capabilities and expertise of both companies, the new firm will develop the overall business strategy for Diageo premium brands to be sold by Kirin in Japan. It will also provide nationwide brand marketing support to both companies, and modern on-trade sales support in the Tokyo, Osaka and Nagoya metropolitan areas.
The Diageo premium brands to be sold by Kirin and distributed through Kirin's nationwide distributor network will include Guinness, Kilkenny and Smirnoff Ice, plus brands already handled by Kirin, namely Captain Morgan rum, Crown Royal, Gilbey's Gin, Gilbey's Vodka, Godiva, Myers's rum, Seagram's Seven Crown and Seagram VO.
Combining the capabilities and expertise of both companies, the new firm will develop the overall business strategy for Diageo premium brands to be sold by Kirin in Japan. It will also provide nationwide brand marketing support to both companies, and modern on-trade sales support in the Tokyo, Osaka and Nagoya metropolitan areas.
The Diageo premium brands to be sold by Kirin and distributed through Kirin's nationwide distributor network will include Guinness, Kilkenny and Smirnoff Ice, plus brands already handled by Kirin, namely Captain Morgan rum, Crown Royal, Gilbey's Gin, Gilbey's Vodka, Godiva, Myers's rum, Seagram's Seven Crown and Seagram VO.