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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.

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