Torikumi Co., Ltd.
Torikumi, Asahi Beer, and Yahoo Brewing will jointly hold a “microal” event. A drinking party for everyone who doesn’t have a strong tolerance for alcohol, “A cozy New Year’s party”.
Comparison of weak alcohol drinks from 3 companies and seminar on pairing with food
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Torikumi Co., Ltd. (Representative Director and President Takuya Furuta) is collaborating with Asahi Breweries, Ltd. (Representative Director and President Kazuo Matsuyama) and Yo-Ho Brewing Co., Ltd. (Representative Director and President Naoyuki Ide) to create a drinking party for everyone who does not have a strong tolerance for alcohol. “Deco Chiyoi New Year’s Party” will be held at Smad River Shibuya on Thursday, January 18, 2024.
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“Comfortable New Year’s Party with Light Alcohol” is a drinking party event where people who don’t have a strong tolerance for alcohol can enjoy multiple light alcoholic products and food.
On the day of the event, there will be slight alcohol products from three companies: Torikumi’s “CIRAFFITI Sour Ale” (alcohol content 0.5%), Asahi Beer’s “Asahi Biary” (alcohol content 0.5%), and Yoho Brewing’s “Sane no Sour Ale” (alcohol content 0.5%). “Satan” (alcohol content 0.7%).
Also on the day were Takuya Furuta (President and Representative Director of Torikumi Co., Ltd.), Tetsuya Takahashi (Director of New Value Creation Promotion Department, Asahi Breweries Co., Ltd.), and Naoyuki Ide (President and Representative Director of Yo-Ho Brewing Co., Ltd./nickname: Tencho). Participate and make the event exciting. An internet survey was conducted in preparation for this event. In preparation for this event, we conducted a survey of 10,000 men and women in their 20s to 50s nationwide regarding their communication with others related to alcohol. , the value that
low-alcohol/low-alcohol beverages can provide has become clear. -Survey overview-
■Survey target: 10,000 men and women aged 20 to 59 nationwide ■Survey method: Internet survey
■Survey period: November 13-14, 2023
1. “Drinking parties at pubs, bars, etc.” is ranked among the top 3 things people do when they want to deepen their relationships. When asked about the things they do in private when they want to deepen their relationships with friends, acquaintances, co-workers, etc., the top three responses were “eating at a restaurant,” “chatting at a cafe,” and “having a drinking party at an izakaya or bar.” Regardless of the strength of the alcohol, drinking parties were ranked in the top three (overall: 39.2%, strong against alcohol: 66.8%, weak against alcohol: 27.7%). It can be seen that drinking places are one of the mainstream places for communication, regardless of the strength of the alcohol.
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3. In order to enjoy a drinking experience regardless of the strength of the alcohol, it is important to increase the choice of beverages and allow each drinker to enjoy a drink with just the right alcohol content for them.
What do people who are sensitive to alcohol look for in a drinking party? While universal values at drinking parties include “eating delicious food” and “not being forced to drink at the same pace,” people who don’t drink alcohol strongly insist that they “drink the alcohol they want to drink.” Furthermore, when looking at people who are sensitive to alcohol but want to feel intoxicated, results such as “I can drink low-alcoholic/non-alcoholic beverages,” “I enjoy the atmosphere of the drinking place,” and “I feel open-minded” were found. I was seen. In order for everyone to enjoy a drinking experience, regardless of the strength of the alcohol, we need to increase the number of beverage options and not only drink drinks with a uniform alcohol content, but also drinks with just the right alcohol content to suit each drinker. It became clear that it was important to provide and enjoy the experience.
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-Definition in this survey-
People who can tolerate alcohol (strong): “Strong (can drink 3 or more bottles of canned beer/canned chuhai (350ml))”
People who are weak against alcohol (weak): “Weak (able to drink one bottle of canned beer/canned chuhai (350ml))” and “Very weak (unable to drink one canned beer/canned chuhai (350ml))” Total *Question items regarding alcohol tolerance: Strong (can drink 3 or more bottles of canned beer/canned chuhai (350ml)), normal (able to drink 2 bottles of canned beer/canned chuhai (350ml)), weak (canned beer/canned chuhai) (Can’t drink 1 bottle of 350ml), Very weak (Can’t drink 1 bottle of canned beer/canned chuhai (350ml)), Can’t drink at all
Feeling of intoxication: In this survey, those who wanted to feel intoxicated at a drinking party chose either of the following options A-C.
What to look for in a drinking party: “Be able to get moderately drunk and feel high (A)” “Get drunk and have fun just like everyone else around you (B)”
Reason for liking drinking parties: “When I get drunk, I get to know people more easily than usual (C)”
Competitors cooperate with each other with the desire to have fun for people who cannot tolerate alcohol
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For people who are not strong drinkers but still want to enjoy drinking and drinking parties, the three companies went beyond their competitive positions and agreed to create a place where everyone can enjoy alcohol freely, and this event It has been decided to carry out. Through microAl, we will disseminate a “new way of drinking parties” to the world, creating a place where anyone can feel free to invite “Let’s go for a drink!” and where everyone can freely enjoy themselves without worrying about the strength of the alcohol. We will continue to.
Event overview
Event name: Drinking party for everyone who doesn’t have a strong tolerance for alcohol “Cozy New Year’s party with a small alcohol” Date and time: January 18, 2024 (Thursday) 19:00~21:30
Venue: Smadriver Shibuya (23-10 Udagawa-cho, Shibuya-ku, Tokyo 150-0042) Speaker: Tetsuya Takahashi (New Value Creation Promotion Manager, Asahi Breweries, Ltd.)
Mr. Naoyuki Ide (Yaho Brewing Co., Ltd. President and Representative Director/Nickname: Tencho)
Takuya Furuta (President, Torikumi Co., Ltd.)
Capacity: 24 people (selection format)
Application period: December 13th (Wednesday) – December 24th (Sunday) 23:59 Winner announcement: Scheduled for January 5, 2024
Application details: https://form.run/@biaruevent-0118
Price: Free
Program:
・Toasts and food provided at Bialu
・Chat time
・Experience comparing small alcohol drinks ~ Notice the differences in color, aroma, and taste ~
・Team quiz competition
・Pairing petit experience ~ Synergistic effect that brings out the deliciousness ~
*This event is only open to people over 20 years old. Also, please refrain from bringing children with you.
*Contents are subject to change.
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*Image of the event (The photo is an event held by Yo-Ho Brewing in August 2023 for people who cannot tolerate alcohol)
[About Torikumi Co., Ltd.]
Torikumi Co., Ltd. operates a food and beverage business in Tottori Prefecture. Since last year, we have been operating a new
non-alcoholic beer business, “CIRAFFITI”. CIRAFFITI is a
non-alcoholic craft company with the mission of “creating a world where even sober people can enjoy themselves to the fullest”, expanding the options for people who cannot drink alcohol or who dare not drink, and creating the most exciting and cool non-alcoholic and low-alcohol culture. A beer specialty brand. Official website: https://ciraffiti.com/Instagram: https://www.instagram.com/ciraffiti/ Representative: Representative Director Takuya Furuta Location: Hayabusa Lab, 154-2 Mitsuki-naka, Yazu-cho, Yazu-gun, Tottori Prefecture.
HP: https://torikumi.co.jp/
■Inquiries regarding press releases CIRAFFITI: Public Relations Hashimoto Email address: support@ciraffiti.com