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| Zhuhai
Kirin manufactures and sells Haizhu, Kirin Ichiban and
Macao, principally in China's Guangdong Province. Kirin
Brewery, ever focusing on customers and quality, is
solidly behind the efforts of Zhuhai Kirin, which launched
its first draft beer in record time, while simultaneously
upgrading quality control and creating a new marketing
organization. |
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|  Growing
prosperity in China is producing a rising thirst for beer.
In 2002, total beer production reached 23.6 million kiloliters,
making China the largest market in the world. Nowhere is
this more apparent than in the Pearl River Delta region
of southern China, which is the principal sales area of
Kirin Brewery affiliate, Zhuhai Kirin President Brewery,
based in Zhuhai, Guangdong Province. Zhuhai Kirin has discovered
that as consumption grows, so too does the number of customers
willing to pay slightly more for a better quality product.
The affiliate identified an emerging interest in draft beer,
which is smooth and has a progressive, premium image.
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