Key Facts
• August 18: Kirin announces new non-alcoholic chuhai brand ‘Ice Zero’.
• August 26: First product, ‘Sicilian Lemon’, priced around 155 yen, to launch.
• 100% Sicilian lemons used for authentic chuhai flavor and refreshment.
• October: Limited-edition ‘Grapefruit’ flavor to be introduced.
• Sales target: 300,000 cases (350ml x 24) from August to December.
• Market focus: Health-conscious consumers and responsible drinking trends.
• Product feature: Patent technology balances bitterness, acidity, and rich taste.
• Developed by Kirin’s Marketing Department Product Development Group.
Summary
Kirin has unveiled its new non-alcoholic chuhai brand, ‘Ice Zero’, aiming to capture the growing market of health-conscious consumers and promote responsible drinking. The first product, ‘Sicilian Lemon’, will launch on August 26, priced at approximately 155 yen, featuring 100% Sicilian lemons for a refreshing and authentic chuhai experience. A limited-edition ‘Grapefruit’ flavor will follow in October. Using patented technology, the product offers a balanced taste of bitterness and acidity, mimicking the satisfaction of alcoholic beverages. Kirin targets sales of 300,000 cases between August and December, leveraging this innovative product to attract new customers.
