Premium Japanese lager, Kirin Ichiban, has launched a limited-edition bottle and glass design, featuring the koyo autumn leaves closely associated with the season in Japan.
The new design will be available on 330ml and 500ml bottles for two months as the koyo campaign strengthens Kirin’s positioning as the trusted Japanese beer of choice.
“Kirin incorporated a cherry blossom design on bottles in Europe last spring, to mirror the delicate wave of pink blossom that sweeps across the country” explained Donnelly “and this drove a 60% uplift in sales of Kirin. Consumers are increasingly trading up to brands they perceive as premium and the limited-edition branding draws on cues from Japan’s rich cultural heritage to ensure that Kirin stands out as the authentic Japanese lager of choice.”
“Large numbers of visitors travel to koyo spots across Japan every year to view the colourful red leaves of autumn” explained Dan Donnelly, Brand Marketing Manager for Kirin “and this is regarded as a season to be celebrated. With a history spanning over 100 years, Kirin is a beer with the sincere heart of Japan at its core and inclusion of the koyo leaves on the bottle and glass reflects its position as an authentic Japanese brand.”
Kirin is the only beer brewed using the ichiban Shibori method, which involves brewing a premium beer using 100% malt, extracting only the most flavourful of the finest ingredients from the first wort in its purest state for the best taste. It represents Japan’s rich philosophy of meticulousness, staying true to Japanese craftsmanship and the mindfulness that makes time for individual moments in life.
“The country is enjoying a revival of interest in the UK, as it hosted the Rugby World Cup this autumn and will host the Olympic Games next summer” continued Donnelly “so it’s only natural that Kirin demonstrates its heritage by sharing the experience of one of Japan’s great cultural celebrations.”
The launch of the Kirin koyo bottles is the first time the brand has introduced limited-edition packaging to the UK and further campaigns are planned to follow next year.
In conjunction with its koyo campaign, Kirin is continuing its support of a series of cultural events and activities that celebrate Japan’s heritage and sharing its passion for Japanese values and principles through its social media channels.
https://www.kirinichiban.com/ @kirinichibanuk