Seven-Eleven Japan Collaboration Vol. 2! "Kirin Hyoketsu® mottainai Furano Melon (Limited Time / Seven-Eleven and Others Exclusive)" Released to Reduce Fruit Food Loss and Support Farmers

Kirin Brewery Company, Limited (President: Hideki Horiguchi, hereinafter "Kirin Brewery") and Seven-Eleven Japan Co., Ltd. (President: Tomohiro Akutsu, hereinafter "Seven-Eleven Japan") are collaborating to launch "Kirin Hyoketsu® mottainai Furano Melon (Limited Time / Seven-Eleven and Others Exclusive)" from the "Kirin Hyoketsu® mottainai" series, which aims to reduce fruit food loss and support farmers. The product will be sequentially released starting August 4 (Tue) at Seven-Eleven, York Benimaru, Izumi, and Daiichi stores nationwide.

In recent years, fruit farmers have faced increasing challenges such as climate change and a shortage of successors. The "Hyoketsu® mottainai" series is a continuous CSV activity*1 that contributes to solving the challenges faced by fruit farmers who support the deliciousness of "Hyoketsu®." This series turns "mottainai fruits" - fruits that are delicious but scheduled for disposal due to being out of standard specifications - into chu-hi (canned alcoholic beverages). By launching the "Mottainai! into Delicious! Project," we aim to further expand the reduction of fruit food loss and farmer support through cross-company collaborations. Seven-Eleven Japan agreed with this project and released the first collaborative product, "Kirin Hyoketsu® mottainai Kiwi no TamagoTM (Limited Time / Seven-Eleven and Others Exclusive)," in September 2025.

*1 Abbreviation for Creating Shared Value. Creating value that can be shared with customers and society.

The "Kirin Hyoketsu® mottainai Furano Melon (Limited Time / Seven-Eleven and Others Exclusive)" being released as the second collaboration uses "mottainai fruits" of "Furano Melon" from Hokkaido, discovered by Seven-Eleven Japan. This is a special "Hyoketsu®" that can be enjoyed with the ripe, juicy sweetness, clean aftertaste, and refreshing fruitiness unique to "Furano Melon." Through this collaboration, we aim to reduce food loss by approximately 8 tons, equivalent to about 5,000 "Furano Melons," and support farmers. Furthermore, a portion of the sales from "Kirin Hyoketsu® mottainai Furano Melon (Limited Time / Seven-Eleven and Others Exclusive)" will be used to support Japanese fruit farmers, aiming to solve the challenges faced by fruit farmers together with the customers who purchase and drink the product.

The "Kirin Hyoketsu® mottainai" series aims to further revitalize the RTD*2 market by working to reduce fruit food loss and support fruit farmers, with the vision of "Creating connections through fruit food loss reduction, expanding 'good for society' into 'good for me,' and brightening and enriching people and the future."

*2 Abbreviation for Ready to Drink. Alcoholic beverages that can be drunk as they are after opening.

●Product Details

- "Furano Melon" is a brand variety from Hokkaido, characterized by its mellow sweetness and refreshing aroma.

- Uses "Furano Melons" that were scheduled for disposal despite being delicious, due to reasons such as cracks, deformities, or surface scratches.

- Enjoy the mellow sweetness and juiciness of "Furano Melon" when cut, with a refreshing fruitiness and aroma. (0.2% juice)

●Packaging

- The package symbolically displays the "Hyoketsu® mottainai" logo and a diamond-cut fruit illustration, with a design that conveys the characteristics of "Furano Melon," creating an image of "unprecedented newness" and "kindness to society."

- An explanation of this initiative and a QR code for accessing the special website are placed on the back. The special website will convey our company's stance by introducing the details of the "Hyoketsu® mottainai" initiative and comments from stakeholders.

Front Back

●Comment from Shinichi Nakayama, Furano Melon Farmer

These melons are misshapen but delicious when eaten, or have blemishes that make them unsellable as products. However, I have put the same amount of effort and love into all of them. Therefore, it truly pains my heart when I have to discard them. I would be very happy if the deliciousness of Furano Melon and our feelings could reach everyone across the country through "Hyoketsu® mottainai."

I also hope that this initiative will further advance food loss reduction.

●Comment from Seven-Eleven Japan Representative

We sympathized with the sentiment of the "Hyoketsu® mottainai" series and decided to collaborate on the second product. While visiting fruit farms across the country, I was drawn to the charm of "Furano Melon," which, despite having a slightly unique appearance, possesses an exceptionally sweet and rich aroma, and we approached them.

We are very pleased that we can bring out the full potential of the fruits, which farmers have cultivated with great care and affection, through Kirin Brewery's technological prowess and deliver it to customers as a new value.

Please enjoy the melt-in-your-mouth, exquisite sweet juice of "Furano Melon."

The Kirin Group aims to contribute to the realization of a richly fulfilling society by expanding new joys of "food and health" through manufacturing that focuses on nature and people.

-Details-

1. Product Name: "Kirin Hyoketsu® mottainai Furano Melon (Limited Time / Seven-Eleven and Others Exclusive)"

2. Release Date: Sequentially released starting August 4, 2026 (Tue)

3. Sales Region: Seven-Eleven, York Benimaru, Izumi, and Daiichi stores nationwide

4. Volume/Container: 350ml can, 500ml can

5. Price: Open price

6. Alcohol Content: 4%

7. Pure Alcohol Content: 350ml can: 11.2g, 500ml can: 16g

8. Manufacturing Plants: Kirin Brewery Sendai Plant, Toride Plant, Nagoya Plant, Okayama Plant (planned)