Delicious beer with zero sugar. "Japan's First Beer! 'Kirin Ichiban Shibori Zero Sugar' Launch Event" Held

Kirin Brewery held an online launch event on October 5, the day before the release of "Kirin Ichiban Shibori Zero Carbohydrates."

"Kirin Ichiban Shibori Zero Carbohydrate" is Japan's first "zero carbohydrate" product in the beer category. Amid growing health consciousness during the COVID-19 pandemic, the company's advanced technology made this zero carbohydrate beer possible. Combined with the October 1st liquor tax reform, pre-orders are reportedly stronger than initially planned.

Mr. Suzuki, Brand Manager for "Ichiban Shibori"

At the outset, Ikuo Suzuki, Brand Manager for "Ichiban Shibori," introduced the product, stating that after a five-year development period and over 350 trial brews, they overcame technical challenges to achieve Japan's first zero-carbohydrate beer. He explained that by re-evaluating malt selection and employing the new "New Sugar-Cut Brewing Method" alongside the "First Press Method" that brings out the malt's umami, people concerned about "COVID weight gain" due to reduced outings can now enjoy delicious beer without worrying about sugar content.

At the event, new CM characters Toshiaki Karasawa and Yoshino Kimura appeared in outfits matching the deep blue and gold packaging colors of "First Press." They raised a toast to celebrate the launch.
After enjoying the beer with the toast, Karasawa commented, "The thing I care most about in beer is the sugar content. With this beer, I can enjoy it with meals without worry. Even if I get home late and have one at night, I can drink it guilt-free. It's delicious enough to be satisfying on its own, even without snacks."
Kimura commented, "The moment I drank it, it felt crisp and clean with no off-flavors, and I sensed a soft aroma of malt. Since weight gain from staying home is a concern, and the alcohol content is lower, I recommend it for women." She shared her daily dining habits, saying, "When enjoying it at home with meals, I pair it with pickled ume, edamame, cucumber pickles, or karaage."

At the event, Mr. Karasawa and Ms. Kimura demonstrated "Delicious!" reactions in various situations while drinking the product. Kirin Beer's Mr. Suzuki then played a "Guess the Delicious! Reaction Game."
Karasawa-san portrayed the "Delicious!" reaction while drinking amidst "unprecedented, magnificent scenery" with a dramatic performance: "Waaah! Sooo good! Wahahaha!!... Cut!" spreading his arms wide. He added that the next commercial should definitely be filmed against such grand scenery.
Kimura-san portrayed the "delicious moment while enjoying time with family" with a cute "Haa~ Delicious!" while tilting her head, expressing an everyday delicious moment.