Kirin Brewery Co. said Monday that Kazuyasu Kato, current managing director in charge of sales and marketing, will replace Koichiro Aramaki as president of the country's second-largest beer brewer, pending shareholder approval in March.
Kato, 61, who has risen through the ranks of the sales division, including a seven-year stint in the United States, vowed to return Kirin to the industry's top spot, which it lost to archrival Asahi Breweries Ltd. in 2001.
"I was a sales manager (when that happened) in 2001. It is an embarrassment I've never forgotten," Kato said at a news conference for the management change.
Aramaki, 66, assumed the presidency in 2001 and is expected to become chairman. During his stint, he diversified Kirin's product lineup to reduce its reliance on beer, developing Hyoketsu canned cocktails, now one of Kirin's best-selling brands.
He also sought to boost growth in overseas markets, acquiring stakes in Lion Nathan Ltd. of Australia and San Miguel Corp. of the Philippines to increase Kirin's presence in Oceania and Asia.
Aramaki thus relinquishes the reins without reclaiming the largest share of the domestic beer market, which Kirin held for nearly half a century until Asahi toppled it with its popular Super Dry beer.
