Kirin Holdings Co. is falling behind in the beer market with no clear fix in sight as it extends a multiyear sales slide and gives up market share to rivals more in touch with changing consumer tastes.

Once the undisputed leader with more than half of Japan's beer market, worth roughly ¥4 trillion, according to Euromonitor, Kirin relinquished its crown to archrival Asahi Group Holdings Ltd. in 2001 and lost more ground this year.

While other brewers hit a sweet spot with high-end offerings like Suntory Holdings Ltd.'s The Premium Malt's and Sapporo Holdings Ltd.'s Premium Yebisu, Kirin stuck with its tried-and-true brands, missing out on a premium segment that grew by nearly a fifth in the first half of 2014.