Following eight months of close collaboration with Japanese employees of Kirin Brewery and technological synergies in brewing and quality management systems for draft beer with Kirin Group companies in Japan, Zhuhai Kirin announced the launch of Haizhu draft beer, Kirin's first draft beer to be sold in China. Kirin Haizhu draft beer has a fresh taste and rich aroma, the result of brewing with carefully selected Saaz hops imported from the Czech Republic and high quality water.

The launch completely transformed the culture of Zhuhai Kirin and the outlook of its employees. The challenge of installing and setting up all new equipment and processes within one year at first seemed impossible. Draft beer involves sanitation without pasteurization (heat). This required a new set of values and work procedures to prevent failure. Gradually the processes took shape. With each new triumph, spirits rose and confidence gradually filled the faces of the staff who, to their proud surprise, met their targets four months earlier than planned.

  Kirin thoroughly studied local preferences to create a beer that is not too bitter, with an easy-drinking taste. In order to make high-quality draft beer widely available, the sales price is midway between standard and premium price ranges. By any measure, the rollout has been a success, but the one that most gratifies brewery staff, is that, despite their best efforts, they cannot keep up with the demand.

  All are now eager to move on to new challenges, such as a draft version of Kirin Ichiban beer, so popular in Japan, and adding canned products to their Haizhu lineup.