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ST. AN咖W'SJAPAN幽ti0iSGREd柳ON
H0WtANtlAT6ARTONmEEiTS
Church Sゃhooi 81 FanMly Worship11:30 a.m.
TELニ 654挪7 C加RCH OFFICE 536-Sお7 REV. ROLANひM, KAWANO
Toronto Japanese Gospel Chuiptv
ST. JOHN'S PRESBYTERIAN,
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SUNDAY School and WORSHIP Service, 2 p旦 Thursday: prayer and Study F，，bwsWp 7:45 p.m.
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Pastor S. Y ok Ota 2貼.3386, Mr. H. Yoshida， 461.1686
TORONTO JAPANESE SEVENTH-DAY AD VENT 1ST CHURCH
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Video Tapes Rental from $4.00 and up per week Panasonic Video Recorder Specはl $699.95
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a|so nfi柳8^n3tura1 iinpastu-rlzedb的にthきt Isさvctllet^ld In cans and bbattles.
Socalled drart bさei^— which ls， supposed t6 taste better th印regular lagerゃeer iipd m u、st be c:onsiiniedwh I :きsti 11 fresh — is a均ti)tanrjong th 6 Japan的e and Is at the center ofさmajor marketing war.
Draft beer， availabl& also in small barrels for home consumption, has captured a quartet of the $8 billion Ja. panese beer market.
Sales of the unsterHized brew continues to expand at double digけrates amid a stagnant growth of overall beer business.
Draft beer comes in all kinds of containers, from a tiny bottle of less than one half a pint, to a minibarrel of three lけers for home use, besides big barrels for restaurants and pubs.
Japanese brews, like Kirin and Sapporo, $ire little known
0V6rS63S.
Kirin is the undisputed leader in Japan's beer industry wけh more than 60 percent of the market, followed by Sapporo， Asahi and Sun-tory.
But in draft beer production, Sapporo leads the paるに An industry estimate shows that Sapporo had a 44 percent share in draft beer sales last year, folio wed by Suntory, 27 percent; Asahi， 24 percent, and Kけin 5 percent.
Ever cautious Kirin has fallen behind in draft beer marketing battle, delayingけs entry into the market.
Kirin has draft beer on sale in m ini barrels, but not in cans or bottles.
What's the chfference between draft beer and regular lager beer?
"While lager beer is pas. tufized at 60 degrees for about haけan hour, draft beer is not，'， says Takao To mi. kawa, a sp6kesman for the Brewers Association of Japan. "Instead of heating their beer, the breweries use sf)e-cial microfiはers to remove yeast and other microbes that spoil the brew."
Brewers recommended that draft beer be drunk in a couple of months after the month of productjuon given on the bottle or can.
Last year, Japan's beer production totaled1.23 billion gallons, up slightly at 2.3 per. cent. Of the total, draft beer production was up around15 percent.
The total beer production was equivalent to 7.29 bi川on large bottles about the size
or 61
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Draft 01* no n， draft, on ， la〖ge bottle of b的r COき多1,about haけof itgolngtot欲.
Though all t he bおwe lies .じlaim their brew is the best, there's not so much dけfe-rence in taste between deferent brands, and most customers don't really, care which brand they drink.
Few people specify a brand in ordering beer at restaurants or pubs, which usually stock only 6ne brand anyway.
Anyhow, an industry estimate shows that the share of draft beer in total beer production was 25 percent last year and is expected to rise to 30 percent this year.
Sapporo, th6 leader in draft beer, is enjoying brisk sales.
"Draft beer originally came in big barrels for restaurants and pubs," says a Sapporo spokesman. "But there has been a steady advance in laboratory techniques which havelengthened the sheけlife of unpasteurized beer. Today, most of our beer comes in bottles and cans，，'
Sapporo has developed special ceramic filters which, けclaims, are highly effective in removing germs from unsterHized beer.
Suntory, the distillery which
entered the beer market 20 years ago, boasts: "All of our beer is draft beer."
Kirin， the No.1brewery, has been slow tn entering the draft beer market and still has no draft beer in cans and bottles on the market.
It has draft beer in mini-barrels of two and three lけers, though.
"We are all ready to mass produce draft beer in cans and bottles anytime," says a Kirin spokesman. "We are St HI carefully watching market trends."
Thus a cutthroat market, ing war, involving all the four breweries is expected in the coming years for Japan.style draft beer.
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