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    China Business
     Mar 4, 2006
Kirin modifies green tea drinks sold in China

TOKYO - Japan's Kirin Beverage Corporation has revamped the contents and packaging for its Namacha green tea drinks sold in China as part of efforts to tap into the growing urban market.

Kirin Beverage has sold low-sugar and no-sugar Namacha beverages in Shanghai and Guangzhou since 2002. It altered the flavor of both products by using tea leaf buds. The bottle for the tea drinks were modified as well, making it easier to hold. And the



packaging was switched to a bright green label that covers the entire container, making it easier to see. Through the changes, Kirin Beverage aims to raise sales to 440,000 cases in 2006, up 120% year-on-year.

Kirin Beverage estimates that per-person weekly consumption of green tea drinks in Shanghai in 2005 was 800ml, up from 400ml in 2003. Shanghai Jin Jiang Kirin Beverage & Food Co, a Kirin Beverage subsidiary that sells Namacha in China, will aim for sales of 3.3 billion yen (US$28.4 million) in 2006, up 26% year-on-year.

(Asia Pulse/Nikkei)

 

 
 



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