"Kirin Ichiban Shibori" Renewal CM Cast Members Gather for Completion Experience Event
Kirin Brewery renewed its flagship brand "Kirin Ichiban Shibori Draft Beer" (hereafter Ichiban Shibori), which marks its 30th anniversary this year, and held the "New Delicious! New Ichiban Shibori Completion Experience Event" at The Ritz-Carlton Tokyo in Minato Ward on April 22.
Production will gradually switch to the renewed product starting with batches manufactured in early April.
At the outset, President Takayuki Fuse introduced the product, stating, "Ichiban Shibori was launched in 1990 with an unwavering commitment to deliciousness, born from our desire to delight customers across Japan. It was crafted using our company's combined expertise and a unique brewing method employing only the first-pressed wort." He added that this renewal, following the one in 2017, further evolves the harmonious, clean taste that allows the natural umami of the malt to shine through.
Master Brewer Tomohiro Tayama expressed confidence, stating, "Thirty years have passed since its launch. We have continuously pursued deliciousness and undergone multiple renewals, but this time we have created what we believe is the best product conceivable."
Following the screening of the new TV commercial on stage, the commercial's actors—Shinichi Tsutsumi, Yuriko Ishida, Ryohei Suzuki, Gaku Hamada, and newcomer Rika Adachi—took the stage for a talk segment.
Tsumori expressed surprise about the new Ichiban Shibori, saying, "The previous Ichiban Shibori was the best beer for me, so I thought, 'Can it really get any tastier?'" Ishida commented, "When I heard the phrase 'new deliciousness,' I was looking forward to drinking it during the commercial shoot."
Suzuki commented on the beaming smile he showed in the commercial, saying, "Drinking delicious beer makes you smile like that, huh?"
The new commercial featuring Hamada and Adachi will air starting May 27th.
Hamada expressed his enthusiasm: "During filming, I drank the new Ichiban Shibori and ate eel, enjoying a luxurious adult treat in the daytime. Mr. Tsutsumi recommended Ichiban Shibori to me before, but now I want to share its deliciousness with many people." Adachi smiled as he said, "I'm truly happy to appear in the commercial. Since it was such a great opportunity, I approached the shoot naturally, being myself. I enjoyed Ichiban Shibori with grilled offal and experienced the 'new deliciousness'."
When asked about "the moment you most want to drink Ichiban Shibori," Suzuki-san said, "In front of the magnificent natural scenery of Hokkaido," and "I also recommend it while gazing at Mount Fuji from the window of a Shinkansen bullet train," prompting many nods of agreement from the audience.
Ishida wrote on a flipboard, "While gazing at a beautiful sunset at dusk," commenting, "I love just zoning out while watching the sunset."
Tsutsumi simply wrote "After the show," revealing he had been drinking with fellow performers on the grassy plaza after last night's performance ended.
When Hamada and Adachi poured beer from the server on stage, the five of them toasted and quenched their thirst with the invited Asahi Super Dry fans in the venue.
Official website:
https://www.kirin.co.jp/products/beer/ichiban/
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