Orion Breweries

Orion Breweries, Ltd. (オリオンビール株式会社, Orion Bīru Kabushiki-gaisha) is the fifth-largest beer brewery in Japan, headquartered in Tomigusuku, Okinawa Prefecture.[1] The company commands approximately 1% of the Japanese beer market, and controls 60% of the beer market on Okinawa.[4]

Orion Breweries, Ltd.
Native name
オリオンビール株式会社
TypePrivate KK
IndustryBeverage
Founded(May 18, 1957 (1957-05-18)) Nago, Okinawa
FounderSosei Gushiken
Headquarters
Tomigusuku, Okinawa 901-0225
,
Japan
Area served
Japan
Asia
United States
Key people
Hajime Murano
(President and CEO)
Products
Number of employees
295 (as of March, 2021)
ParentOcean Holdings Co., Ltd.
WebsiteOfficial website (in Japanese)
Footnotes / references
[1][2][3]
Orion Draft Beer

History

Founded in 1957 in Nago, Okinawa during the American occupation of Okinawa, Orion began making beer in 1959. Orion struggled to compete with the other major Japanese breweries, but after changing from a German-style beer to an American-style beer, it gained the top share in the Okinawan market.[5] Up until 2002, it had a market that was limited to mostly Okinawa. Since 2002, Orion partnered with Asahi Breweries to manufacture Asahi beers in Okinawa, in return for Asahi's assistance in selling Orion beer outside of Okinawa.[6] Asahi owns 10% of Orion Breweries.[7]

In January 2019, Nomura Holdings and The Carlyle Group entered talks to acquire Orion Breweries and help the beer brand expand in the USA and in Asia.[7][8] On May 14, 2019, Orion entered the chūhai market with the release of the WATTA chūhai brand, using traditional Okinawan flavors.[9] In July 2019, Keiju Hayase was appointed President and CEO of Orion Breweries.[10]

In 2020, Orion Breweries stopped the production and distribution of its 9% ABV beer, Watta Strong, in a move to fight alcoholism, the first major brewery in Japan to make a move in this direction.[11][12]

Keiju Hayase stepped down as President and CEO of Orion Breweries in June 2021 for personal reasons. [13] Hajime Murano was appointed President and CEO in December 2021. [14]

Description

Orion uses water that comes from springs out of the mountain near the brewery.[3] The brewery imports its malt from Germany, and also uses German Hallertau and Czech Saaz hops.[15] The brand is known by the US military personnel stationed in Okinawa. The company's sales outside of Japan make up 5% of its sales.[16] In 2017, Orion Breweries recorded sales of 28.3 billion yen.[7]

In Korea, Orion beer is marketed under the brand name Okinawa.[17]

Orion beer sponsors the Okinawan wrestler Menso-re Oyaji.[18] Akihito Yagi, 8th Dan in Meibukan Goju Ryu Karate-do, which his late grandfather (Meitoku Yagi) created, and who is the current chairman of the International Meibukan Goju Ryu Karate Association (IMGKA), is a spokesman for Orion beer.

Products
  • A can of Orion's Pilsner Beer
    Draft beer
  • 75 Beer Premium Series Pilsner[19]
  • 75 Beer Premium Series IPA

In one episode of Wakakozake, the main character Wakako tries out different restaurants to pair foods with drinks, and pairs goya chanpuru with Orion beer.[20]

References
  1. "Company Profile" (in Japanese). Orion Breweries. Retrieved January 22, 2016.
  2. "Company Overview". Bloomberg Businessweek. Bloomberg L.P. Retrieved January 22, 2016.
  3. By, Charles (July 22, 2010). "Orion beer quenches Okinawa thirst". Weekly Japan Update. Retrieved January 22, 2016.
  4. Negishi, Mayumi (September 14, 2002). "Okinawans look to tackle problems on own terms". The Japan Times. Retrieved January 22, 2016.
  5. Forte, Sarah (November 17, 2012). "Orion Beer Factory". Okinawa Hai. Overseas Yes!. Retrieved January 22, 2016.
  6. Frisch, Eleanor (August 20, 2015). "Japanese Beer: A Short History and Guide". FoodServiceWarehouse.com. FoodServiceWarehouse.com, LLC. Archived from the original on July 17, 2015. Retrieved January 22, 2016.
  7. Nomura and Carlyle to acquire Okinawa's Orion Breweries, Nikkei.com, 18 January 2019
  8. Natalie Wang, Nomura Holding and Carlyle to acquire Japan’s Orion Breweries, Thedrinksbusiness.com, 1 February 2019
  9. "Orion Beer Releases First Chuhai Flavors". Okinawa.Org. Retrieved 2019-06-26.
  10. Hayase Becomes Orion Breweries President, Nippon.com, 22 July 2019
  11. Yuta Hiratsuka, Japan brewer withdraws range of strong alcoholic drinks dubbed destructive by expert, Mainichi.jp, 22 June 2020
  12. Eriko Tamaki, Orion to cease production of 9% alcohol by volume “Watta Strong” chuhai due to health concerns, Ryukyushimpo.jp, 23 April 2020
  13. "Orion Breweries CEO Quits for Personal Reasons". 時事通信ニュース (in Japanese). Retrieved 2023-07-25.
  14. ssnp (2021-12-01). "オリオンビール新社長に村野一氏、シック・ジャパン社長など歴任". 食品産業新聞社ニュースWEB (in Japanese). Retrieved 2023-07-25.
  15. Okinawa’s Orion: A chance to sample “The Beer of Beers”, Stripes.com, 27 November 2005
  16. Ou Ninouma, Okinawa's most popular beer taps military ties to US, Nikkei.com, 19 January 2019
  17. Choi Moon-hee, Boycott of Japanese Products Causes Woes for Distributors, Businesskorea.co.kr, 26 July 2019
  18. Gottlieb, Matthew (September 7, 2010). "Orion: The National Beer of Okinawa". The Beer Connoisseur Online. Archived from the original on March 30, 2012. Retrieved August 16, 2011.
  19. "Effort to establish a "Material Circle Society" in Okinawa, Japan" (PDF). ASEAN-Japan Centre.
  20. Vanessa Rose, 10 Food-Based Anime That Feature Real-Life Brands, Cbr.com, 7 May 2021
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