Price Adjustment Alters Competitive Landscape

It has been a long held view that early 2008's price increase from Japan's leading brewers would do little to alter the existing appearance of the market, with all firms accepting declining domestic volumes and a maintenance of market position as they turn their attention to international expansion in search of growth. However, figures released by the Brewery Association of Japan in early May show that, while declining volumes were an accurate prophesy, new pricing strategies have in fact allowed for a minor shake up of existing competitive

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