Kirin to Launch Limited-Edition 'Hanayoi Lemon Lime White Sparkling' on July 14

Kirin Brewery Company, Limited (President: Hideki Horiguchi) will launch 'Kirin Hanayoi Lemon Lime White Sparkling (Limited Time)' nationwide on Tuesday, July 14, as part of its 'Kirin Hanayoi' series, a 3% ABV fruit sparkling beverage designed for an easy, uplifting drinking experience. In recent years, there has been growing attention toward low-alcohol RTD beverages due to changing values regarding lifestyle and work, as well as increased interest in responsible drinking. Surveys show that approximately one in four people in their 20s feel that 3% alcohol is the perfect strength. 'Hanayoi' has been well-received for its ability to offer a moderate alcohol feel combined with rich fruitiness and a refreshing taste. To convey this unique value and reach more customers, the packaging was refreshed on April 14. Simultaneously, new communication campaigns expressing 'a good mood and good time with alcohol' are being deployed via TVCM and digital channels. Since the renewal, the purchase rate among those in their 20s and 30s has grown by 221% compared to the previous year, and it has received many positive responses on social media. The new 'Kirin Hanayoi Lemon Lime White Sparkling' combines two types of citrus with a refreshing yogurt-flavored white sparkling base, creating a taste perfect for summer. By releasing this limited-edition product with a novel flavor combination, Kirin aims to create touchpoints not only with existing 'Hanayoi' fans but also with younger consumers and those who do not typically drink at home, thereby expanding new ways to enjoy alcohol. 'Kirin Hanayoi' is a brand that aims to 'brighten and enliven customers' daily lives with a light, refreshing, and uplifting taste.' Through the launch of this limited-edition product, the company seeks to make the 'joy of time spent with alcohol' more accessible, responding to diverse customer needs and aiming to expand the alcoholic beverage market.