Kirin To Sell Bourbon Whiskey Brand Four Roses For 100 Billion Yen

Japanese liquor company Kirin Holdings is selling the well-known bourbon whiskey brand Four Roses.

The Nihon Keizai Shimbun (Nikkei) reported on the 6th that E. & J. Gallo, the world's largest winery based in the United States, is expected to acquire it for 100 billion yen (939.7 billion won). This is somewhat lower than the 1 billion dollars (1.47 trillion won) that was mentioned during the first round of bidding last year.

Japan's Kirin Holdings has put the bourbon whiskey 'Four Roses' up for sale. Four Roses.

Four Roses is a brand that was created in 1888 and was acquired by Kirin in 2002. Kirin has been selling the product in the United States, Europe, and Japan.

This sale took place as part of Kirin's shift in its business portfolio. Japan's liquor market is generally shrinking in line with the declining population. The trend has been influenced by the spread of a culture, especially among younger generations, of either not drinking alcohol at all or consuming only low-alcohol beverages.

Kirin, which began and grew as a beer company, has recently been focusing its efforts on its health science business, including health functional foods. In 2023, it acquired Blackmores, Australia's largest vitamin company, and in 2024, it acquired Fancl, a skincare and health functional food company. Kirin aims to significantly increase sales in its health science business to 300 billion yen (2.8169 trillion won) by 2030, a 70% rise compared with 2024.

In the alcoholic beverages segment, the company plans to focus on Japanese whisky for the time being. Kirin owns the Japanese whisky brands Riku and Fuji. Nikkei reported, "With demand for Japanese whisky increasing both in Japan and overseas, Kirin is expected to concentrate on these two brands going forward."