Japan soccer fans just love Kirin beer

When Japanese soccer fans settle down in front of the TV to watch this year’s soccer World Cup in Germany, there’s a good chance they’ll do so while enjoying a Kirin beer.

After six years as No. 2, Kirin this year looks set to become Japan’s biggest brewer, outselling archrival Asahi Breweries during the first three months of 2006. And as sponsor of Japan’s national soccer team, Kirin reckons the World Cup will help increase beer sales by 5% this year.

The early signs are good. More than 5 million beer-loving fans have signed up for a promotion offering a chance to win soccer T-shirts in return for buying Kirin brews.

Kirin Brewery Co., the official sponsor of the Japanese team, has released a limited edition beer, with pictures of team members on the cans.