Japan: Suntory will release a new “third category” beer in July 2005

Suntory Ltd. announced on June 16 it will release a new beer-like sparkling alcoholic beverage called Kireaji-Nama (that means "fresh and crispy") brewed from corn on July 26, according to Kyodo News. The brewer said it had made a drink that tastes strikingly like beer out of corn, aiming for budget-conscious brew guzzlers looking to take advantage of lower taxes.

The "Kire-Aji Nama" beverage features a pure and sharp taste and is the first carbohydrate-free drink of its kind, Suntory said. The new product will come in 350- and 500-mililiter cans. Prices are expected to be around 120 yen to 130 yen for a 350-ml can.

Suntory hopes to ship 7 million cases by the end of the year. One case is equivalent to 20 633 ml bottlers.

Major Japanese brewers are promoting the so-called "third category" beers which, unlike conventional beer, use ingredients other than malt and wheat and thus are subject to lower liquor taxes. Compared with other third-category beers as well as "happoshu" low-malt beers, the Kire-Aji Nama has a relatively high alcohol content of 5 %.

But shipments of low-malt liquor began to drop last year when the government tried to close the gap and raised the tax. Brewers responded by developing so-called "third-sector" products, such as beer-like drinks made of beans.

18 June, 2005