Asahi Breweries Ltd. said Tuesday it will cut the price of Honnama, its brand of low-malt, beer-like "happoshu" liquor, by 10 yen between Feb. 21 and March 31 as part of a campaign to commemorate the first anniversary of the brand.
Prices of 350- and 500-ml cans will drop to 135 yen and 185 yen, respectively, during the campaign period, Asahi said.
The price cut will precede Kirin Brewery Co.'s launch on Feb. 27 of its new Gokunama happoshu beverage, priced 10 yen lower than other companies' products.
Demand for happoshu has been growing because it costs less than beer but tastes similar.
In 2001, Asahi replaced Kirin as the biggest seller in the combined market for beer and happoshu for the first time in 48 years. In the happoshu sector, however, Kirin retained the No. 1 position trailed by Asahi.