Japan’s Kirin Holdings is preparing to sell its renowned Kentucky bourbon brand Four Roses for around USD 1 billion, marking another step in its strategic shift away from alcoholic beverages toward healthcare and pharmaceuticals. The company has reportedly engaged UBS to handle the sale process, with first-round bids expected as early as November, according to Financial Times.
Kirin, which generates over USD 15 billion in annual revenue, has owned Four Roses since 2002, when it acquired the brand from the remnants of the former Seagram portfolio. Established in 1888, Four Roses operates a distillery and visitor center in Lawrenceburg, Kentucky, and a bottling plant in Cox’s Creek. The bourbon brand, known for its ten distinct whiskey recipes derived from two mash bills and five proprietary yeast strains, produces around USD 70 million in adjusted annual earnings.
The potential divestment comes amid global declines in alcohol consumption, especially among younger generations, and weaker demand for American whiskey both domestically and abroad. U.S. spirits exports fell by 9% in Q2 2025 compared to the previous year, largely due to continuing trade tensions with Canada and other markets.
In contrast, Kirin has been increasingly investing in health sciences through its subsidiary Kyowa Kirin, which now contributes nearly a quarter of the group’s revenue. Recent acquisitions include skincare and supplement company Fancl and Australian vitamin producer Blackmores, bought in 2023 for USD 1.3 billion. The group’s stock has risen 14% so far this year, giving it a market capitalization of approximately USD 13.6 billion.
Industry observers suggest that Four Roses could attract strategic buyers, though large beverage conglomerates may hesitate due to ongoing portfolio challenges. Whether the sale leads to a full divestiture or a joint-venture stake remains open, insiders cautioned.
