2016년 9월 23일 금요일

Dry beer

Dry beer

I raise the alcohol frequency than conventional beer [explanatory note 1], and the dry beer is the dry (in English "DRY") beer which I finished [1]. One of the styles in the beer [2] [3]. The first dry beer is "Asahi Super Dry" which Asahi Breweries released in 1987 [4]. Because a competitor released dry beer one after another in 1988, the following day, a fight for sale battle, market share fierce [5] called the dry war was carried out.

Table of contents

Summary

Dry beer does not have the clear definition and I reduce malt with raw materials as a condition in comparison with before and combine vice-materials including rice and the cornstarch rather high and point to the beer which I raise the alcohol frequency using brewing and the yeast which I developed newly [1], and "body goes berserk" as [6], taste, and elements such as [8] which や "hot" comes to feature [7] were included in. "Asahi Super Dry" holds the alcohol frequency as an example by lowering a ratio of malt among raw materials [9]. Because there was not a clear definition, there was the dry beer including a condition and the element except the above, and a lot of products which raised the malt ratio were released as an example in 1989 (later description).

As for the rule about the beer dry a fair competition agreement about the beer which Consumer Affairs Agency recognizes as the Fair Trade Commission in "a fair competition agreement [10] about the indication of the beer", few [10].

Because advertising, a sales competition of the dry beer intensified, expression of "dry" was used for every medium including a TV radio, a newspaper, the magazine in 1988 [5]. The media expressed this with "dry war", and, by what I used flourishingly, "the dry war" won a silver medal in a new word, vogue word award vogue word section of 1988 [5].

Some products unfold out of Japan, and, as for Asahi Super Dry, local, manufacturing and selling it is performed in North America, Europe, Asia (the details refer to "Asahi Super Dry # overseas development in Japan").

A dry element and a product using the expression are developed with the third beer Chu-Hi, sake other alcoholic drinks, low-malt beer. Suntory "MD Golden dry" is the third beer with the low-malt beer;, giraffe "real 〈 hot wheat 〉" and Suntory "beer mug student - elation hot -" and Orion "special X," Suntory "Suntory Chu-Hi 〈 dry 〉" or Takara Shuzo "Takara shochu highball dry hot Chu-Hi" are classified in a dry type with the Chu-Hi. Hakutsuru Sake Brewing "Hough crane DRY" was released with the sake ozeki "one cup ozeki DRY" and yellow cherry tree "yellow cherry tree straight DRY".

The dry expression was used for the product except alcoholic drinks and released Kirin Beverage "giraffe lemon dry" (1988), Suntoryfoods "Pepsi dry" (2011) with a soft drink. In addition, "a gong is of the Malle gold, and there are release examples such as curry ramen" (1988) with release and the cup noodles such as First Kitchen "dry burgers" to fast food Toyo Suisan.

History

Asahi Super Dry release

Asahi Breweries was sluggish from the early 1980s through the middle stage, but performed various reform after Tsutomu Murai took office as the president [7]. And, as for the consumers, "body went berserk" "lightness" "easiness of drink" in beer, and, as a result of marketing research of 1984 and 1985, を recovered in release, the share 10% level with "Asahi draft beer" (popular name "body go berserk beer") which became clear [7], and renovated taste based on [11], it in 1986 when demanded it [7]; [12]. Is world's first dry beer "Asahi Super Dry" that this one which let "body goes berserk", and の concept progress was released in 1987 [7]; [12] [13]. I was developed for the beer which it is easy to drink with the lightness corresponding to the new Japanese eating habits, and the production introduces a new "product standard" and "production technical standard" for stability and improvement of the quality [12] and appoints Nobuhiko Ochiai of the international journalist as CM [14]. It was in a condition to be popular so as to have trouble with security and the shipment adjustment of the product with release [15]. As 13,500,000 cases of sales figures results of the same year largely update 2 million cases of sale records in the new product first year when malts of Suntory had it with [16] till then [7], and "Super Dry" is chosen as Toyoko rope in 1987 in "hot seller ranking [17] [explanatory note 2] Nikkei circulation newspaper on December 26, the same year in 62"; made a big hit [7].

Dry war

Receive a hit of "Asahi Super Dry", and follow three competition in order to stop this state; and a release summary of the beer dry in January, 1988, the following day announcement [7] [16]. In contrast, Asahi Breweries sent a note of protest that "a name, a label resembled Super Dry too much and gave consumers misunderstanding" as a problem of the intellectual property thefts in January to giraffe and Sapporo by certification of contents, and a discussion (dry debate) was performed about a name of the dry beer, but converged in what the competition companies changed a name, and Asahi conceded it by the end of the same month [7]; [18]. In what this debate heated up, and was reported in newspapers, the recognition of consumers about the dry beer increased [16]; [18]. Dry beer was released from after February by the companies. The reasons why the dry beer release of other companies was delayed by approximately one year from Super Dry new sale include that spring before the arrival was annual as for the release of the main force new product in a real season in a thing and the 1980s when development, trial manufacture, the production of the beer new product takes time [7]; [18]. The trends of three companies except Asahi were as follows.

Kirin Brewery
It releases all malt straight dry beer "giraffe malt dry" of 100% of malt in "giraffe dry" (I appoint Gene Hackman of the actor as CM and appoint Masayuki Suzuki of the musician as CM song), April, 1989 in February, 1988. As for the sales figures, giraffe dry is 1988 40 million cases a year, 1989 17,500,000 cases; malt dry 3,500,000 cases of 1989 [7]. However, I break 50% of shares in Japan which I maintained till then in 1988 without being able to stop a runaway of "Asahi Super Dry".
Sapporo Breweries
It releases "Sapporo dry" (I appoint Takuo Yoshida, Tatsuro Hirooka, Eri Ishida as CM) in February, 1988. The sales figures 1988 23 million cases a year, 1989 9,500,000 cases [7]. However, I cancel production by a bad reputation from a fan of the previous company in release less than two years. Furthermore, I finish production in a short term though it releases "Sapporo Hardy" and "Sapporo cool dry" that developed a feeling of dry in 1989.
Suntory
In February, 1988, it releases "Suntory dry". The sales figures 1988 13 million cases a year, 1989 7,500,000 cases [7]. It released "Suntory dry 5.5" that made the alcohol frequency 5.5% as a differentiation strategy, and it became the topic to have appointed Mike Tyson of the boxer as CM. The sales figures 2 million cases of 1988 [7]. On the other hand, I declared, "I am not dry" in CM of "the malts". It released 100% of malt using the double malt of two-rowed barley and the Article 6 barley dry "冴" in 1989, and this planned differentiation for a Japanese-style image.

Demand with more than of assumption flocked, and the dry beer which the companies released became the lack state in the end of February, but the latent demand of other companies drifted to Super Dry in stock because Asahi put up sales plan of the demand expansion from the last year, and supply had room [7]. Furthermore, I made efforts in the production reinforcement and sales promotion, public relations of the dry beer because Asahi tried for improvement of the production capacity and took the production system which slanted toward Super Dry, and the other companies planned the check of the runaway system of Super Dry [7]. The media expressed this state with "dry war", and used it flourishingly (the said article); [5].

When Asahi which unfolded which fixed the eyes on the future like the said article became the winner of the dry war, between the beer industries, it was expected by a beginning of the game [7]. On June 27, the same year, Asahi performed an advertisement publication of Super Dry in each newspaper paper and the の expression that "this taste changed a flow of the beer." into was arrested with a virtual "victory speech of the dry war" and created a big sensation [16].

A state of the companies dry beer including Asahi in short supply came to be outstanding for the demand period of the summer of the same year, but the sales battle followed it in the summer, too, and Asahi developed it profitably [7]. Because the entry such as "a shadow came to be outstanding drily", and the competitor arrested the dry beer with a transient boom, "autumn wind laid emphasis on some other time conventional anchor product in a dry overemphasis strategy in dry popularity" at late the same year, and began to explore anchor product in the new next term, and, in the companies except Asahi, a front left dry beer war which "the dry popularity is temporary" in a newspaper from the August end game that the result had begun to become clear; was in a condition [7]; [16].

In 1988, entered the class of the favorable condition in comparison with a conventional new product for sales of the dry beer which other companies released, and, in the dry beer market in 1988, it was 150 million cases of scales, and the ratio in all beer markets soared with 34% (all company totals) from 3% (only in Asahi) in the last year [7]; [8]. On the other hand, the cannibalism phenomenon that a brand except dry decreased sales occurred, and it was in a situation that the visitor drifted to Asahi Super Dry of the ancestor even if other companies advertised dry beer because an image of "dry beer = Asahi Super Dry" was formed in consumers in the last year [7].

As a result, Asahi which was convinced that produced the new tide of the times, and wrestled in dry beer received overwhelming support, and the dry war was finished by victory of "Asahi Super Dry" which recorded 75 million cases by the sales figures results in 1988 [7]; [16]. Received this positive effect, and made hole through Sapporo, and Asahi rose to the second place at a beer market share of the same year [7]; [18].

Besides, the dry war had an influence, and, in a factor such as demand enlarging Kaki-no-tane snack of Kameda Seika Co., Ltd. as the snacks which matched beer, and settling, the sales recorded growth rate of a little less than 3 times in the same period [19].

Post-dry war

In 1989 after the dry war, the scale of the dry beer market did not change very much, and 2/3 of the whole sales figures was "Super Dry", and other brands largely decreased [7]. The dry beer mainly composed of Asahi Super Dry becomes one of the beer which settled in the consumers after the 1990s [20], and the dry beer market continues a scale and the demand that are more than 100 million cases in charges for 1988 through 2010 [7]; [13] [18] [21].

Asahi Breweries which became the winner of the dry war follows it, and advance to the dry beer in the development that persistence concentrated on [7]; of the thing stagnant Super Dry at 1:00 for period continue growing up from 1993 through 2000, and it is a constant seller brand to boast of the ratio that is high from the late 2000s through early 2010s in a beer market to [13]; [18] [21].

The companies except Asahi which became a loser in dry war will find a chance in low-malt beer and the third beer.

It is said to only the company having been behind with an entry with 2001 that I hesitate and showed disapproval from the aspect that low economy in tax type low-malt beer of the malt utilization resembles "Super Dry" in by possibility of the competition while the other companies enter it by the late 1990s and perform active development in a low-malt beer market [9]. Sales of Super Dry decreased more than 10% at an initial stage after the Asahi's first low-malt beer "Jataka" release, and the competition between our products was in a condition [22], but, as a result, Asahi outran a giraffe in a beer (beer and low-malt beer correspond) market share in 2001 by a Jataka effect (in a 2001 low-malt beer share the Asahi second place), and it was really the first place [23].

On the other hand, in the other companies, it releases the product of the dry type with low-malt beer. Suntory "hops dry (May, 1995)" [24] "supermarket hops magnum dry" (I was renewed several times, and it was finally "MD Golden dry" 1999 release) and Sapporo "chilled hot" (2000 release) "きりっと new hot 〈 straight 〉( 2002 release)" and giraffe "everlasting summer 〈 straight 〉 - extra dry -" (2001 summer limitation) were released. In Asahi, the expression of "dry" and "the hot" was not done either, but, by a name "spark" (2003 release) and "cool draft" (2009 release), sold the dry system low-malt beer.
In addition, in the third beer, a similar product is released; giraffe "full-scale 〈 hot wheat 〉( 2010 release)" and Suntory "beer mug life - elation hot - ("only a beer mug dies out, and, as for the name at the time of renewal (of 2010, "production end) is released change) and Sapporo in release /2008 year in double dry (2007" by a type drier than dry 〈 straight 〉")".

The 2000s begins, and, names such as "supermarket magnum dry" (low-malt beer), "supermarket Chu-Hi dry" (can Chu-Hi) which Suntory used, Asahi demands the withdrawal of the brand name from "Asahi Super Dry" for reasons of the close resemblance; a warning book to Suntory mail [25] [26]. Because they were not settled in this, Asahi brought an action against Suntory, and the problem that Suntory reverse presented Asahi to for a reason, "trust in the business was injured" for it occurred, but because Suntory changed notation by the end of May, 2003, they were reconciled with each other, and a settlement with Asahi was established about the reverse suit of Suntory, and both companies abandoned the compensation for damages request for the opponent [26].

Like dry war, Asahi releases the new product which gave a new factor on the front, and I record brisk sales, and a new market is formed, and a precedence predominance state and the pattern that other companies follow with a new product of the same kind after it was occur in the late 2000s, and it releases "the Asahi-style free" that started "glucide zero" with functionality low-malt beer on the front in March, 2007, and "zero is raw", and Sapporo "birose if" is released, and Suntory expresses this example with "glucide zero war" in a part giraffe "giraffe zero" in 2008 because it was brisk [27].

Footnote

[Help]

Explanatory note

  1. ^ 例として、それまでの主要銘柄であるキリンビール（当時。1988年に「キリンラガービール」に改名）は4.5%、アサヒスーパードライは5%である。
  2. ^ 日経トレンディが発表する「ヒット商品ベスト30」とは別の企画（キーワードで読むガイアの夜明け - テレビ東京）。

出典

  1. ^ a b 『大辞泉』 松村明、小学館（原著2006年）、増補・新装版（デジタル大辞泉）（日本語）。2010年12月1日閲覧。
  2. ^ 藤原ヒロユキ 『ビールの常識 絶対飲みたい101本』 アスキー・メディアワークス、2008年6月4日、初版、132ページ。ISBN 978-4-04-870031-3。
  3. ^ 藤原ヒロユキ 「アサヒスーパードライ - 世界に誇るニュースタイル・ビール」『本当にうまいビール215』 ソフトバンク クリエイティブ〈ソフトバンク新書〉、2010年4月25日、初版第1刷、12、13ページ。ISBN 978-4-7973-5718-9。
  4. ^ 永井隆 「はじめに」『ビール15年戦争 すべてはドライから始まった』 日本経済新聞社〈日経ビジネス人文庫〉、2002年8月1日、第1刷、3ページ。ISBN 4-532-19139-4。
  5. ^ a b c d "新語・流行語大賞 第5回" (日本語). 「現代用語の基礎知識」選 新語・流行語大賞 全授賞記録. 自由国民社. 2010年12月1日閲覧。
  6. ^ 雁屋哲、花咲アキラ 「ドライビールの秘密（前編・後編）」『美味しんぼ』第18巻、小学館〈ビッグコミックス〉、1988年12月（日本語）。ISBN 978-4-09-181408-1。
  7. ^ a b c d e f g h i j k l m n o p q r s t u v w x y z 清水信年; 流通科学大学 (1996年9月). "アサヒビール 〜ビール市場の創造と適応〜 (PDF)" (日本語). 現代経営学研究学会 第7回シンポジウム資料. 清水信年ゼミナール. 2010年12月4日閲覧。
  8. ^ a b アサヒビールの経営革新 (PDF) - 道都大学 田中求ゼミナール 2004年11月20日
  9. ^ a b 宮本紘太郎 『アサヒビール 成功する企業風土 内側からみた復活の法則』、2002年9月10日、初版第1刷。ISBN 4396611579。
  10. ^ a b ビールの表示に関する公正競争規約 (PDF)
  11. ^ 永井隆 「第1章 消費者が飲みたいビールが日本にはなかった」『ビール15年戦争 すべてはドライから始まった』 日本経済新聞社〈日経ビジネス人文庫〉、2002年8月1日、第1刷、41から44ページ。ISBN 4-532-19139-4。
  12. ^ a b c アサヒビール「太鼓判システム」の開発 (PDF) - 東京大学 COE ものづくり経営研究センター 2005年12月
  13. ^ a b c 【酒類大手4社の2009年】不況で定番返り。スーパードライが強さを増しそう。アサヒビール株式会社 - フードリンクニュース 2009年2月3日
  14. ^ 1990年6月11日放送『カノッサの屈辱』（フジテレビ）第8回「幕末ビール維新」
  15. ^ アサヒビール会長・池田弘一氏（2-2） - フジサンケイビジネスアイ 2008年9月22日
  16. ^ a b c d e f アサヒスーパーレポート / 平成16年（2004年）度 中間事業報告書 (PDF) - アサヒビール 2004年9月14日
  17. ^ レファレンス事例集 / 日経流通新聞（日経MJ）に毎年年末にヒット商品番付が掲載されますが、第1回〜19回（1971年〜1989年）の掲載月日とページを教えてください。 - 国立国会図書館 2010年4月22日
    企業好意度とコーポレートイメージ (PDF) - 日経リサーチ
  18. ^ a b c d e f アサヒビールの経営革新 (PDF) - 東京大学 COE ものづくり経営研究センター 2008年6月
  19. ^ "ニッポン・ロングセラー考 Vol.074 ピーナッツ入り柿の種" (日本語). COMZINE. NTTコムウェア (2009年6月24日). 2010年12月8日閲覧。
  20. ^ 永井隆 「第2章 "ドライ戦争"は一人勝ち」『ビール15年戦争 すべてはドライから始まった』 日本経済新聞社〈日経ビジネス人文庫〉、2002年8月1日、第1刷、78ページ。ISBN 4-532-19139-4。
  21. ^ a b アサヒ「スーパードライ」、22年連続年間1億ケース突破 - MSN産経ニュース 2010年12月6日
  22. ^ 「スーパードライ」を飲み干す「アサヒ本生」 - FINANCE Watch 2001年3月26日
  23. ^ アサヒビールグループの概要と事業方針 (PDF) - アサヒビール 2008年10月
    衝撃的シェア逆転から失地回復 - 日経ビジネスオンライン 2007年10月12日
  24. ^ サントリー、「ホップス・ドライ」全国販売へ - 日本食糧新聞 1995年6月12日
  25. ^ "商品名が酷似、使用中止を アサヒがサントリーに警告" (日本語). 47NEWS (2002年6月13日). 2012年5月14日閲覧。
  26. ^ a b "「ドライ戦争」が収束 サントリーが商品名変更" (日本語). 47NEWS (2003年3月14日). 2010年12月1日閲覧。
  27. ^ 「糖質ゼロ」戦争勃発! さて、どの"ゼロ発泡酒"がうまいか? - 日経トレンディネット 2008年2月21日
    "ドライ""ゼロ"戦争で実現「アサヒ勝ちパターン」 - プレジデントロイター 2009年10月14日

参考文献

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