Kazuhiro Inoue, President and Representative Director, Kirin Beverage Company, Limited

2026.06.08

We continue to take on challenges with beverages that are a part of our customers' daily lives.

■ Profile
Born in January 1966 in Saitama Prefecture. After graduating from the Faculty of Economics at Aoyama Gakuin University in 1988, he joined Kirin Brewery Co., Ltd. In 2003, he became the General Manager of the 3rd Metropolitan Area Distribution Division, Metropolitan Area Headquarters, Alcoholic Beverages Sales Division. In 2015, he became the General Manager of the Marketing Department, Kirin Brewery. In 2021, he became a Senior Managing Executive Officer and General Manager of the Distribution Sales Division, Marketing Headquarters, before becoming President and Representative Director of Kirin Beverage in 2024.

Kirin Beverage, known for products such as "Afternoon Tea," is a leading company in the beverage industry. In this rapidly changing era, how does it maintain its strengths and continue to take on new challenges? We spoke with President Kazuhiro Inoue about the company's journey so far, his approach to work, and his outlook for the future.

During my university years, I focused on how to enjoy my four years to the fullest. At the time, I was interested in marine sports, so I joined the sailing club and spent about 130 days a year living at the club's training camp. Since the sailing club was funded by member fees, I also worked part-time jobs at places like a delivery service and an ice cream factory. Out of curiosity, I even worked as a bartender in Roppongi. I believe I gained valuable experience through my interactions with various customers.
During my job search, I was drawn to the lifestyle and products that a food manufacturer produces, as my father worked for one. That's why I applied to Kirin Beer. Actually, I had applied to another company before that, but I was rejected in the interview, perhaps because I honestly expressed my opinion on their commercials, which were geared towards young people. So I called Kirin Beer directly and was given an interview opportunity. During the interview, I remember being able to express my honest opinion because I had studied food manufacturers in my seminar.

■ How to approach work that produces results

Upon joining the company, I began to think about how to succeed within this organization. I felt that what was necessary for that was a track record of achievement. I was mainly in charge of sales, and I am proud of my strong desire and ability to achieve goals. The company has a performance evaluation system called MBO-S, which is a management by-objectives system, where I set my own work goals every year. In order to achieve the goals I set, I aimed for 100% achievement by devising methods each year in a changing environment. I believe this created a positive cycle. Furthermore, I also adopted the Harada-style goal achievement thinking method of Professor Takashi Harada, which involves breaking down goals into smaller steps to achieve them. I resonated with the idea that success is a skill, and that it is necessary to thoroughly control oneself in order to achieve goals. Every day I reflected on what I needed to do, what I needed to reflect on, and what I would do if I could redo the day, and I continued to run my own "daily new, daily new" PDCA cycle for three years. As a result, I feel that I was able to acquire my own way of working.

■ Value created through products, society, and organizations

Kirin Beverage's flagship product is "Afternoon Tea," which celebrates its 40th anniversary this year. In 1986, they succeeded in bottled tea beverages using the "Clear Iced Tea Method," which prevents cloudiness even when chilled, and created a new market. In fact, tea consumption is higher than coffee consumption worldwide, and they continue to make efforts to encourage more Japanese people to drink tea. For example, they are promoting "Summer Iced Tea" to encourage people to drink tea in the summer. Also, with the aim of expanding the appeal of tea, they launched "FRUITS & ICE TEA" last year. This product was developed from the perspective of a fruit beverage rather than tea, in response to customer feedback that "unlike coffee, it's hard to know when to drink tea." It contains 7% fruit juice and tastes like juice, but the tea flavor comes through at the end.
Furthermore, "Afternoon Tea" also engages in collaborations with tea producers. The tea leaves used as raw materials for the "Afternoon Tea" series are largely produced in Sri Lanka, and we are working together to improve working conditions and protect the environment related to tea leaf production in Sri Lanka. By you drinking "Afternoon Tea," you are creating a cycle that also enriches the Sri Lankan economy.

We are making various efforts in product development and marketing, but on the other hand, competition among beverage manufacturers is fierce, and currently, out of 1000 new products produced, only 3 manage to establish themselves in the market. This is called the "1,000% success rate." Naturally, it is important for soft drinks to have "added value," and that is why we are currently focusing on products in the health science field. For example, "plasma lactic acid bacteria" have gained recognition and positive feedback from customers, which has increased their market value. We want to leverage this to increase profits and create a positive cycle that leads to the development of new products. Regarding beverages containing plasma lactic acid bacteria, we are also making efforts to create products that are aimed not only at adults but also at children.

■Positivity creates organizational strength

Everyone at Kirin Beverage is incredibly cheerful. They're resilient in a good way and very positive. I think this boundless cheerfulness is their charm and is contributing to their current sales. Within the company, bright, fun, and energetic people are well-liked. That's why, when it comes to students we're looking for, we prefer people who are simple, honest, and don't lie. In these uncertain times, we also think students with a spirit of inquiry are valuable.

■Message to students

We live in an era where people are expected to live to 100 years old, but after deducting sleep and work time, the time we have available for ourselves is limited. How we use this time makes all the difference in our personal growth.
While many things in the world differ from person to person, such as the environment in which they are born, "time" is something that is equal for everyone. How you use these 24 hours a day will shape the person you will become in the future.
Furthermore, we only have one life to live. That's why I want you to cherish each day and keep challenging yourself so that you can look back at the end and think, "It was a good life." To live a life without regrets, live each moment to the fullest and cherish the accumulation of those moments.

Student Newspaper Online, February 7, 2026, Interview with Sakura Yamashita, 4rd year student at Tsuda University

Sakura Yamashita, 4th year student at Tsuda University / Mai Wakao, 4th year student at International Christian University / Kyohei Nakazawa, 3rd year student at Waseda University