Bourbon

Basic Information

Stock Code
2208
Industry
Food Products
Category Detail
Food Manufacturing
Prefecture
Niigata Prefecture
Establishment Year
November 1924
Listing Year
March 2000
Official Website
https://www.bourbon.co.jp/
TSE Information
TSE Information
Yahoo! Finance
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Other Companies
Morinaga, Ezaki Glico, Fujiya, Kanro, Kameda Seika, Iwatsuka Seika, Kotobuki Spirits, Koikeya, Calbee, B-R 31 Ice Cream

Overview

Bourbon is a major confectionery manufacturer founded in 1924 originating from Niigata Prefecture, with biscuit manufacturing as its foundation and strengths in rice crackers, chocolate, and beverages.

Current Situation

Bourbon achieved consolidated sales of approximately 118.4 billion yen and operating profit of approximately 4.2 billion yen in the fiscal year ended March 2021. It has established a stable market position in its mainstay biscuit and rice cracker manufacturing, supported by long-standing brand power. Products feature a European-style taste base and are widely available in the low-price range, with quality maintained through proprietary manufacturing technology as a key strength. In recent years, it has focused on expanding domestic OEM business and new ventures including frozen desserts to diversify its products. In 2015, it completed a new head office building with earthquake and disaster countermeasures, strengthening community ties. For sustainability, it is reducing plastic in packaging materials and improving production efficiency through integration of manufacturing subsidiaries. In the medium to long term, based on stable domestic market maintenance, it aims for growth via multi-channel expansion and new product development. Overseas expansion and digital technology utilization are also highlighted as challenges.

Trivia

Interesting Facts

  • Company name derives from the French word 'Le Monde' chosen by the president at the time.
  • Pioneered automation in confectionery manufacturing in Japan.
  • 'Pickara', which won a Mond Selection gold award in 1981, is a representative product.
  • Sponsors adult water polo club teams and the Japan national team.
  • Owns head office building in Kashiwazaki, Niigata, designed with earthquake and disaster prevention in mind.
  • Former voice actress Tomoko Kaneda once worked in the head office labor relations department.
  • ANA domestic lounge snack mix features Bourbon products.
  • Product name 'bit' derives from the band '7bitz'.
  • Broad connections with entertainment and music industries, supporting various fandom events.
  • Rapidly provided products as relief supplies during the Great Hanshin Earthquake.

Hidden Connections

  • Achieved management efficiency by integrating multiple manufacturing subsidiaries in Niigata Prefecture.
  • As a regionally rooted company, actively supported disaster-stricken areas during the Great East Japan Earthquake.
  • Handles OEM supply for products of major convenience store chains across Japan.
  • Mutual relationships with snack confectionery competitors via OEM products.
  • Preemptively adopted environmentally friendly packaging ahead of industry environmental regulations.
  • Contributes to regional sports promotion centered on water polo.
  • Founder Yoshizo Yoshida started local production influenced by the Great Kanto Earthquake.
  • Deep ties with prominent confectionery singers, scriptwriters, and other cultural figures.

Future Outlook

Growth Drivers

  • Continued demand for low-price segment in domestic confectionery market
  • Increasing demand for FOSHU & functional foods amid health trends
  • Stable revenue gains from OEM & private brand expansion
  • Diversified growth via entry into new frozen dessert & dessert markets
  • Brand image enhancement through environmentally friendly packaging
  • Advancement of regionally collaborative sustainability strategies
  • Exploration & expansion of diverse sales channels
  • Maintaining competitiveness through strengthened new product development
  • Productivity improvements via advanced domestic production systems
  • Elevated corporate value through regionally rooted CSR activities
  • Utilization of digital marketing for sales promotion

Strategic Goals

  • Achieve over 30% plastic packaging reduction target
  • Expand to consolidated sales over 130 billion yen
  • Expand OEM & PB business sales beyond 20 billion yen
  • Strengthen lineup of health foods & FOSHU products
  • Establish disaster response collaboration with local community
  • Improve Niigata production efficiency by 20%
  • Optimize multi-channel sales ratios
  • Realize green logistics system
  • Promote workforce diversity & workstyle reforms
  • Strengthen image as socially responsible corporation

Business Segments

OEM Manufacturing & Private Brands

Overview
Provides a wide range of OEM products to retail chains and engages in private brand manufacturing.
Competitiveness
Abundant manufacturing technology and high-quality control
Customers
  • Major retailers
  • Convenience store chains
  • Department stores
  • Specialty stores
  • Mail order businesses
  • Restaurant chains
Products
  • Confectionery OEM products
  • Beverage OEM products
  • Health food OEM

Raw Material Procurement & Wholesale

Overview
Achieves stable supply of raw materials and packaging through in-house procurement and external sales.
Competitiveness
Reliable procurement capabilities and cost competitiveness
Customers
  • Confectionery manufacturers
  • Beverage manufacturers
  • Food service industry
Products
  • Confectionery raw materials
  • Beverage raw materials
  • Packaging materials

Contract Manufacturing & Processing

Overview
Accepts manufacturing contracts for other companies' products, responding with advanced technology and quality.
Competitiveness
High-efficiency production lines and reliability
Customers
  • Other food manufacturers
  • Beverage manufacturers
  • Retailers
Products
  • Confectionery processing services
  • Beverage bottling
  • Quality management support

R&D & Technical Services

Overview
Provides diverse technical solutions to enhance product development capabilities.
Competitiveness
Long-accumulated R&D expertise
Customers
  • In-house business divisions
  • Client companies
  • Food industry associations
Products
  • New product development support
  • Quality improvement technology
  • Safety & environmental technology

Logistics & Supply Chain Management

Overview
Optimizes product supply through efficiency-focused logistics services.
Competitiveness
Regionally integrated logistics network
Customers
  • In-house group
  • Clients
  • Retailers
Products
  • Product logistics management
  • Inventory & distribution optimization
  • Delivery services

Beverage Manufacturing & Sales

Overview
Meets market needs with diverse lineup including functional beverages.
Competitiveness
High-quality water sources and diverse product offerings
Customers
  • Retail stores
  • Mail order
  • Restaurants
Products
  • Mineral water
  • Foods for specified health uses beverages
  • Jelly beverages

Competitive Advantage

Strengths

  • Long history and regionally rooted management
  • Manufacturing technology strength in biscuits & rice crackers
  • Broad product portfolio
  • Stable brand recognition
  • Track record in OEM & PB manufacturing
  • Comprehensive domestic production base network
  • Earthquake & disaster-resistant head office building
  • Environmentally considerate packaging technology
  • Long-term management stability
  • Diverse sales channel deployment
  • Active regional community contributions
  • Exploration in health food sector

Competitive Advantages

  • High-quality European-style products at mid-price range
  • Early success in rice cracker automation
  • Rich product lineup addressing multi-layered market needs
  • Efficient production management via Greater Tokyo Area proximity and Niigata bases
  • Customer base from long-lived brands like proprietary 'Rumando'
  • High responsiveness to diverse retailers via OEM & PB
  • Established system contributing to community during disasters
  • Market expansion via health-oriented and FOSHU products
  • Customer touchpoint expansion through diverse sales channels
  • Enhanced corporate image through sustained environmental load reduction efforts

Threats

  • Risk of consumption contraction due to domestic population decline
  • Intensifying competition in confectionery market
  • Rising raw material prices and procurement instability
  • Need to address shifts in preferences due to health trends
  • Increased packaging costs from stricter environmental regulations
  • Stricter food safety laws
  • Market expansion by new entrants and overseas brands
  • Production & logistics risks from natural disasters
  • Impact of exchange rate fluctuations on imported material costs
  • Potential difficulty adapting to diversifying consumer preferences
  • Risk of declining production efficiency due to labor shortages

Innovations

2022: Absorption merger of Hokkokubu Haguro Foods

Overview
Optimized production efficiency and management resources through integration of group manufacturing subsidiary.
Impact
Achieved production cost reductions and capacity improvements.

2021: Launch of Luxury Rumando using fermented butter

Overview
Aims to elevate brand value with premium product using high-end ingredients.
Impact
Successfully opened new customer segments.

2020: In-house mask manufacturing begins

Overview
New entry into hygiene products in response to COVID-19.
Impact
Built foundation for safe supply to local community.

2023: Accelerated shift to environmentally friendly packaging

Overview
Switching packaging to sustainable materials to reduce plastic and environmental impact.
Impact
Achieved regulatory compliance and improved corporate image.

2024: Enhanced disaster measures at new head office facility

Overview
Revised facility layout for flood & tsunami assumptions and enriched BCP.
Impact
Improved business continuity.

Sustainability

  • Plastic packaging reduction target (30% by 2030)
  • Promotion of food loss reduction projects
  • Establishment of disaster support system through regional collaboration
  • Introduction of energy-saving equipment in factories
  • Health support via development of foods for specified health uses