P.M. BRIEFING : Japan to Tap Into Tropicana
From Times Wire Services
TOKYO —
Kirin Brewery said today it will establish a joint venture with Tropicana Products to market orange juice and frozen fruit products in Japan.
Kirin, Japan’s leading brewer, said the new company will begin marketing Tropicana 100% orange juice and frozen items in the Tokyo metropolitan area in March. The company tentatively is called Kirin-Tropicana.
Florida-based Tropicana, the largest U.S. orange juice maker, will be an equal partner in the venture. The deal will enable Kirin to add U.S. brand-name juices as well as its own frozen products to its product line, while easing Tropicana’s entry into the Japanese market.
The venture comes ahead of the scheduled 1992 liberalization of Japan’s orange market.
