Kirin Beer Launches Limited Edition 'Harekaze ACTION' Fireworks Design Cans

Kirin Beer Co., Ltd. (President: Hideki Horiguchi) will release the 'Kirin Beer Harekaze Harekaze ACTION Fireworks Design Can' (350ml and 500ml) nationwide in limited quantities starting Tuesday, July 7. This spring, 'Kirin Beer Harekaze' underwent its first full brand renewal, refreshing both its taste and packaging. Sales volume following the renewal has been strong, tracking at approximately 150% compared to the previous year. This success is attributed not only to the new taste, which balances 'satisfaction' and 'drinkability,' but also to the empathy generated by 'Harekaze ACTION.' 'Harekaze ACTION' is an initiative that utilizes a portion of Harekaze's sales to preserve Japanese seasonal traditions such as cherry blossoms and fireworks festivals for the future. The initiative has received widespread support, with total donations exceeding 210 million yen. The newly launched fireworks design cans were planned to convey the significance of supporting fireworks festivals, given the current need for broad social support to ensure their continuation. The packaging features fireworks, and the back includes a QR code that links to a dedicated website. Kirin Beer will continue to promote the revitalization of the beer category through the Harekaze brand.