Kyro Distillery Company: Brutally Finnish in Japan
商品編號：W34817
出版日期：2024/01/15
再版日期：
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：agriculture;international expansion;craft spirits;entrepreneurship
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：Finland; Japan
產業：Accommodation & Food Services
事件年度：2023
Kyro Distillery Company (Kyro), founded in 2012 in Isokyro, Finland, focused on producing rye whisky from Finnish rye. However, it took an average of three years for one batch of whisky to be produced and ready for sale, so, to cover their costs and stay afloat, the founders decided to start producing gin, which could be produced faster. As luck had it, in 2014, Kyro’s rye-based Napue Gin was named the best gin in the gin-and-tonic category in the UK-based International Wine & Spirit Competition, and Kyro now had two promising products in its roster: rye whisky and rye-based gin.
Kyro exported its products to overseas markets, including Japan, where its results had so far been modest, but it planned to expand and grow its businesses in Japan. As an underdog in an industry dominated by major global players, Kyro had to work to increase its market share. It relied on its authentic brand image, original products, and brand ambassadors. In September 2022, as one of Kyro’s co-founders travelled to Japan to meet with the company’s main Japanese distributor, he wondered, How could the company gain growth in a market that was highly competitive and dominated by well-established local companies?
教學手冊：Kyro Distillery Company: Brutally Finnish in Japan - Teaching Note
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