Kirin “Kirin Beer Harekaze” is doing great!

[Kirin] “Kirin Beer Harekaze” is doing great! ​
Kirin Holdings Co., Ltd. Press release: November 13, 2024 “Kirin Beer Harekaze” is doing great! Over 90% of the upwardly revised annual sales target Kirin Beer Co., Ltd. (President: Hideki Horiguchi) announced the upward revision in July due to the favorable reception of Kirin Beer Harekaze (hereinafter referred to as Harekaze), the first new standard beer brand in 17 years that was released on April 2nd. *We exceeded 5 million cases, which is 90% of the 2-year sales target *3. Due to strong sales, we will prepare a supply system for year-end and New Year demand. *1 Excluding premium crafts, limited edition products, and derivative products from existing brands *2 Upward revision from the initial annual target of approximately 4.3 million cases to approximately 5.5 million cases (large bottle equivalent) *3 As of November 2nd We will continue to breathe new life into the beer category through “Harekaze” and promote further attractiveness and revitalization of the market. ■Favorable factors for “Harekaze” The well-balanced taste that combines the “flavor and feel of beer” with “ease of drinking” and Harekaze’s unique efforts have been well-received and well-received 1. Highly rated for taste The well-balanced taste that combines “the flavor and feel of beer” with “ease of drinking” has been well-received by customers. Many purchases are made not only by regular beer drinkers, but also by people who have not drunk beer recently, contributing to the expansion of the category. In addition, the international beer competition “International Beer Challenge 2024” International Beer Challenge 2024 – Welcome It won a gold medal in the lager category, and its deliciousness was recognized around the world.
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2. Empathy towards Harekaze ACTION “Harekaze ACTION” is an initiative to protect the “Japanese tradition” that has spread the joy of drinking beer up until now, and to connect the smiles of the people who gather there to the future. Harekaze uses a portion of its sales to help preserve and pass on cherry blossoms and fireworks displays. The theme of the first campaign was “Cherry Blossoms” and the second was a “Fireworks Festival”, and both achieved the donation target of 40 million yen within a month and a half. We have received many positive comments such as “I want to support cherry blossom protection activities” and “I enjoy participating every day.” 3. New summer communication highly rated During the peak summer season, we conducted a large-scale advertising campaign using celebrities, and expanded our contact points with many customers through TV commercials, transportation advertisements, etc. The TV commercial has received high praise, ranking first in the alcohol category in July and August consecutively*4 in a commercial preference survey. By depicting people enjoying “Harekaze” in a refreshing summer atmosphere and reintroducing “Harekaze ACTION,” we were able to get people to sympathize with our new taste and initiatives, and those who had not previously drank beer. It has been picked up by a wide range of customers, including *4 CM Research Institute “Monthly CM preference survey of 3,000 consumers July by brand” Survey period: 6/20-7/19 CM Research Institute “Monthly CM Favorability Survey of 3,000 Consumers August by Brand” Survey period: 7/20-8/19 -Note- 1. Product name “Kirin Beer Harekaze” 2. Release area: Nationwide 3. Release date: Tuesday, April 2, 2024 4. Capacity/Container 350ml can/500ml can 5. Price Open price 6. Alcohol content 5% 7. Pure alcohol amount 350ml can: 14g, 500ml can: 20g 8. Manufacturing plants Kirin Brewery Sendai Factory, Toride Factory, Yokohama Factory, Nagoya Factory, Shiga Factory, Okayama factory, Fukuoka factory