Kirin Brewery has launched “Kirin Good Ale,” positioned as its “next-generation standard beer,” nationwide on October 7. Following “Ichiban Shibori” and “Hare Kaze,” it serves as the company’s third mainstay brand, strategically placed in a slightly higher price range among core offerings. With next year’s scheduled liquor tax revision lowering the tax rate for standard beer, the company aims to broaden its lineup to meet diversifying consumer needs.
“The happiness level of Japanese people has been declining in recent years, partly due to the weakening of human connections. For over 100 years, Kirin Brewery has continued to craft beer and foster beer culture together with our customers. At the heart of this lies the power of beer to connect people. ‘Kirin Good Ale’ is a completely new kind of Kirin beer, one that helps create a richer society where people are emotionally connected. We are proud to present a beer that truly embodies this vision.”
These were the strong words of Kirin Brewery President Hideki Horiguchi at the press event held on the 7th.
Kirin Good Ale is an ale-type beer with a bright flavor and aroma, designed to deliver “a completely new kind of deliciousness” that makes drinkers feel fulfilled from the first sip. It is the first Kirin product to use “Cryo Hops,” hops specially processed to extract only the aromatic component “lupulin.” Using a proprietary method, Kirin incorporates and filters these hops to highlight their fruitiness while suppressing unwanted bitterness. Available in 350 ml and 500 ml cans, open price.
“We focused on consumers who wish to enrich their lives by choosing quality products within a reachable price range. To address dissatisfaction that ‘all beers taste the same,’ we aimed to create a flavor that feels like a reward — premium quality with accessible pricing,” said Vice President Mitsuharu Yamagata (right in photo).
New Pricing Segment?
As checked on the launch day, convenience stores across the three major chains priced the beer at 230 yen (excluding tax). This positions it between standard beers such as “Ichiban Shibori” (around 215 yen) and premium beers like Suntory’s “The Premium Malt’s” (251–254 yen), establishing a new price segment in between.
“Looking ahead to the unification of liquor tax rates among beer categories, we plan to strengthen our offerings of standard beer. Now—one year before the tax revision—is the best timing to raise awareness and build traction,” explained President Horiguchi.
The company is also launching “Good Ale JAPAN,” a brand action initiative to brighten Japan’s future. In partnership with local governments across all 47 prefectures, part of the sales will fund programs that revitalize regional communities. Consumers can also donate to their chosen municipalities by accessing a special website via a QR code printed on the can.
Coinciding with the release, a national TV commercial campaign will roll out sequentially. Brand ambassadors Haruka Ayase, Motoki Omori of Mrs. GREEN APPLE, Ryohei Suzuki, and Minami Hamabe sing and dance alongside a big band of about 200 members. They also appeared at the press event, sharing behind-the-scenes stories from the filming.