E-Malt.com News article: Japan: Kirin to release new 3rd-category quasi-beer to secure its position as the top player in the business segment

Kirin Brewery Co. announced on August 21st it will release a new third-category quasi-beer on Oct. 27 to secure its position as the top player in the business segment, Jiji Press communicated.

The new Sparkling Hop is mainly targeted at people in their 20s, among whom beer and beer-like beverages are losing their appeal.

The drink features a distinctive aroma created by blending Japanese and New Zealand hop varieties. Strong pressure gives the product a rich head and a refreshing finish, Kirin officials said.

Sparkling Hop is made by mixing a "happoshu" low-malt drink with spirits. Under Japan's liquor tax system, the new product is classified as a liqueur, whose tax rate is lower than those for beer and happoshu.

This is Kirin's third product in the third category, following "Ryoshitsu Sozai" and "Nodogoshi Nama." With the three products, Kirin hopes to beat out its rivals in the heavily crowded third-category market.

Sparkling Hop is expected to retail at around 135 yen for a 350-milliliter can. Sales are estimated to reach 1.6 million cases by the end of this year. Each case contains the equivalent of 20 633-milliliter bottles.


22 August, 2007