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Suntory Beer held an event to announce its new TV commercial on September 3 at the ANA InterContinental Tokyo in Minato Ward, Tokyo.
The new beer product "The Malts," launching September 8th, leverages the brewing methods and expertise cultivated with the popular premium brand "The Premium Malts" to achieve a new flavor profile emphasizing umami. The new copper-colored packaging, designed to convey quality, prominently features the word "UMAMI."
Shinji Yamada, Managing Director and Head of Marketing at the company, stated, "Revitalizing the standard beer category is the key to invigorating Japan's struggling beer market. Beer is moving beyond 'just beer' into the 'UMAMI' era. We aim to propose new value for beer." He revealed that EXILE TRIBE was chosen for the advertising campaign to pioneer this new era.
On stage, EXILE members Toshio Matsumoto, MAKIDAI, and ÜSA appeared, toasting with "The Moltz." They discussed the product's taste and shared anecdotes from the commercial shoot. When asked, "When did you last feel beer tasted especially good?", Matsumoto commented, "Every day! Since I train, beer after sweating it out is the best!"
The first commercial installment, "The Men at the Counter 1," features seven EXILE TRIBE members enjoying beer together in a relaxed atmosphere. EXILE's original song "Ki・mi・ni・mu・chu" (scheduled for release in December), written specifically based on the product's concept of being "the standard beer for a new era," also helps elevate the mood.
The second installment is scheduled to air in early October.
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