[Kirin] The renewed “Kirin Greens Free” brand is doing well! Cumulative sales exceed 200 million units since release!
Kirin Holdings Co., Ltd. Press release: November 13, 2024 The renewed “Kirin Greens Free” brand is doing well! Cumulative sales exceed 200 million units since release! Kirin Beer Co., Ltd. (President: Hideki Horiguchi) has renewed the non-alcoholic beer-flavored drink “Kirin Greens Free”*1, which has been well received. Since its launch in 2020, the “Kirin Greens Free” brand has sold over 200 million bottles*2. In addition, the cumulative sales volume of all brands from January to October 2024 increased by approximately 1.3 times compared to the same period of the previous year, and can products also increased by approximately 1.2 times compared to the same period of the previous year. Furthermore, since the small bottles were launched in February 2023 for restaurants across the country, they have been performing well, and as of the end of October 2024, the number of stores that have adopted the product has exceeded 52,000. *1 Sequential changeover from products
manufactured in July *2 Since its release in April 2020, as of November 12, 2024 (350ml equivalent)
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From now until the end of the year and the New Year holidays, it is expected that there will be more opportunities to enjoy alcohol on the go, such as at year-end parties and going home. To prevent yourself from drinking too much, we recommend drinking non-alcoholic drinks. Furthermore, we will continue to promote the “Steering Wheel Keeper Movement”*4 to eradicate drunk driving and educate drivers through small bottles with the Handle Keeper Mark*3 on the side of the label. *3 Logo/mark to promote the “Handlebar Keeper Movement” *4 “When going to a restaurant with friends or acquaintances by car, appoint a person (steering wheel keeper) who does not drink alcohol, and that person will drive the car and drop off the friends.” If you drink, then don’t drink, and if you drink, don’t ride.” A campaign to prevent drunk people from getting behind the wheel Through “Kirin Greens Free,” we have transformed non-alcoholic beer-flavored drinks from passive consumption, such as “drinking as an alternative when you can’t drink alcohol,” to “drinking it as an option when you want to feel refreshed.” By evolving it into a category that can be actively consumed, we will contribute to the revitalization of the non-alcoholic beer-flavored beverage market. Additionally, as a company that handles alcohol, we will support the Steering Wheel Keeper Campaign and take other initiatives to eradicate drunk driving. ■Factors behind the strong performance of “Kirin Greens Free” 1. Unique value of “refreshing and refreshing taste” A blend of three types of hops, including the rare hop “Nelson Sauvin”*5. By reviewing the raw material formulation during the renewal, we have improved the refreshing taste and drinking experience, which is similar to beer. Customers have commented on the “refreshing feeling” they feel when drinking it, as well as the “taste almost like beer.” “The concept of non-alcoholic has changed. It’s so delicious!” “It’s easy to drink and delicious. Food. We have received comments such as “I want to enjoy it together with “. The refreshing and uplifting emerald green packaging is also highly praised. *5 Use 5% or more (percentage of hops) *6 According to our research 2. Expansion of the demographic that did not drink many non-alcoholic/beer-flavored beverages Through this renewal, we were able to communicate the unique value of this product, and the number of trial users who did not drink many non-alcoholic beer-flavored beverages increased. 3. Recruitment at restaurants is also booming The non-alcoholic market has continued to grow in recent years *7, and the psychological barriers to drinking non-alcoholic beverages have lowered as opportunities to drink non-alcoholic beverages have increased due to the ban on the provision of alcoholic beverages during the coronavirus pandemic. The small bottles create opportunities to drink non-alcoholic, beer-flavored beverages even at restaurants, and the experience of drinking them at restaurants is thought to expand awareness and encourage drinking. *7 According to our research
https://prcdn.freetls.fastly.net/release_image/73077/1093/73077-1093-523a7d09d87c17c8a1f80d4fddfb3e5c-1290×2475.png ■ Eradicating drunk driving through Kirin Greens Free As part of our efforts to fulfill our social responsibility as a company that manufactures and sells alcoholic beverages and to maintain and sustain the alcoholic beverages business environment, we have decided to display the handle keeper mark on the side of the label of Kirin Greens Free bottles. We are promoting the “Steering Wheel Keeper Campaign” to eradicate drunk driving. In 2009, we launched Kirin Free, the world’s first*8 0.00% alcohol product. Even now, 15 years after its release, tragic accidents caused by drunk driving continue to occur. Inheriting our desire to prevent drunk driving, we will continue to advocate for the eradication of drunk driving through Kirin Greens Free. *8 In the beer-taste beverage category. According to our company
https://prcdn.freetls.fastly.net/release_image/73077/1093/73077-1093-e963369e9ce60b375891609f33d3261a-1920×1080.jpg Through manufacturing that focuses on nature and people, the Kirin Group spreads new joy in “food and health” and contributes to the realization of a spiritually enriching society. -Note- 1. Product name “Kirin Greens Free” 2. Release area: Nationwide 3． Release date: Sequential switching from products manufactured in July 2024 4. Capacity/Container 350ml/can, 500ml/can, 334ml/small bottle 5. Price Open price 6. Alcohol content 0.00% 7. Manufacturing plants Kirin Beer Toride Factory, Shiga Factory, Okayama Factory
