Asahi Launching 1st New Black Nikka Whiskey In 11 Years

TOKYO (Nikkei)--Asahi Breweries Ltd. said Wednesday that it will release the first new product in 11 years under group firm Nikka Whisky's Black Nikka brand as part of its goal of boosting domestic whiskey sales 14% in 2013.

The Asahi Group Holdings Ltd. (2502) unit targets whiskey sales of 2.59 million cases in Japan, each equivalent to 8.4 liters. The group hopes to tap the growing popularity of highballs, especially among young people.

Black Nikka's rich blend will go on sale March 26. The midrange whiskey will be priced slightly above 1,300 yen for a 700ml bottle. The first-year sales target has been set at 100,000 cases, an unusually high figure for a new product.

(The Nikkei, March 14 morning edition)

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