Key Facts
• August 26, 2025: Kirin launches ‘Kirin Ice Zero Sparkling Sicilian Lemon’ nationwide.
• October 28, 2025: Limited-time ‘Kirin Ice Zero Sparkling Grapefruit’ to be released.
• Uses 100% Sicilian lemons for fresh aroma and taste.
• Non-alcoholic RTD market doubled from 2017 to 2024 due to health trends.
• Kirin aims to sell 300,000 cases (350ml x 24) from August to December 2025.
• Heavy non-alcoholic drink users: 4.4 million; light/non-users: 67 million.
• Marketing investment for H2 2025 to double compared to H2 2024.
• Sales target: 12% increase in non-alcoholic product revenue year-on-year.
• Kirin repositions non-alcoholic drinks as lifestyle enhancers, not just alternatives.
Summary
Kirin is launching a new non-alcoholic brand, ‘Kirin Ice Zero Sparkling,’ starting with Sicilian Lemon on August 26, 2025, and Grapefruit on October 28, 2025. The brand targets light and non-users, a market 15 times larger than heavy users, aiming to redefine non-alcoholic beverages as lifestyle enhancers. With the non-alcoholic RTD market doubling since 2017, Kirin plans to sell 300,000 cases by the end of 2025 and increase marketing investment significantly. The company also aims for a 12% year-on-year revenue growth in non-alcoholic products.
