On April 14, 2025, excitement filled the air in Tokyo as Kirin Beer celebrated the debut of its new product, the "Iichiban Shibori White Beer." The event, held in the heart of the city, featured popular actors Masaki Okada and Fuka Koshiba, who are the faces of the new commercial campaign for this refreshing brew.
Okada and Koshiba made a grand entrance, emerging from behind a curtain adorned with white decorations, accompanied by colorful confetti. Their enthusiasm was palpable as they expressed their joy about the new beer. Okada exclaimed, "This Iichiban Shibori White Beer is really delicious, and I’m so happy that everyone will be able to drink it starting tomorrow!" Koshiba echoed his sentiments, saying, "I’m thrilled to be involved with Kirin’s serious product, and I was shocked to discover such a light beer exists! I can’t wait for everyone to try it!"
The event culminated in a toast, marking a significant moment for both actors. "It’s our first toast together!" Koshiba remarked, as they poured beer for each other and joyfully declared, "Cheers to the birth of Iichiban Shibori White Beer!" Okada praised the beer, noting, "The aroma of wheat is wonderful! Cheers to encountering Iichiban Shibori White Beer!" Meanwhile, Koshiba encouraged those who might typically shy away from beer, saying, "It really has a great mouthfeel, and I hope those who usually dislike beer will enjoy it!"
As part of the launch, the duo was tasked with conveying the deliciousness of the new beer using their bodies. When asked to demonstrate, Okada humorously responded, "This is quite a challenge!" The event's host explained, "This is the standard for the Iichiban Shibori family, so it’s only natural to raise the bar!" Okada added with a chuckle, "The hurdles are getting higher!"
After a brief consultation behind the curtain, Okada and Koshiba returned to showcase their unique poses. Okada expressed the anticipation of a runner ready to take off, spreading his arms and legs wide to embody the excitement. Koshiba, with a radiant smile, conveyed the refreshing nature of the beer, saying, "I wanted to express how light the taste is, as if I’m about to take flight!"
The following day, on April 15, Kirin Beer officially launched the Iichiban Shibori White Beer, marking the first new regular product in five years for the Iichiban Shibori brand. This beer is characterized by its fruity aroma and easy-to-drink flavor, specifically targeting consumers who may find traditional beers too bitter or heavy. The company aims to attract this demographic and invigorate the beer market with the new offering.
As the brand's marketing strategy unfolds, Kirin is optimistic that the Iichiban Shibori White Beer will create a new appeal for beer among a broader audience. The product employs the "Iichiban Shibori method," which extracts only the best parts of the malt, combined with a non-filtered approach that enhances the soft and delicate flavor profile of wheat, making it accessible even for those unfamiliar with beer.
The new beer will be available in both 350ml and 500ml cans, with an alcohol content of 5%. Kirin Beer plans to manufacture the product at its Toride, Shiga, and Fukuoka plants. The packaging design emphasizes simplicity and quality, evoking a sense of deliciousness that aligns with the brand's identity.
In addition to the product launch, Kirin introduced a new TV commercial featuring Okada and Koshiba. The ads showcase the actors experiencing the Iichiban Shibori White Beer for the first time while reading letters from their esteemed seniors, including Shinichi Tsutsumi, Ryohei Suzuki, and Kento Kaku. The commercials, titled "Tsutsumi-san to Okada-san e no tegami hen," "Kaku-san to Okada-san e no tegami hen," "Tsutsumi-san to Koshiba-san e no tegami hen," and "Suzuki-san to Koshiba-san e no tegami hen," will air nationwide starting April 14, 2025.
The shooting of the commercial took place in an outdoor set designed to reflect the colors of the Kirin logo, creating a vibrant backdrop for the actors. Okada shared his excitement about being part of the Iichiban Shibori family, stating, "I was really happy when I received the offer to appear in a beer commercial, something I’ve longed for. The feeling of something new beginning is something I felt during the shoot, and I’m glad it went well!"
Koshiba, who has also made her debut in a beer commercial, expressed her joy, saying, "I’ve always loved beer, so when I got the chance, I immediately told my family about it! This opportunity means so much to me."
The actors' natural reactions during filming were a highlight, with Okada noting, "The letters from Tsutsumi-san and Kaku-kun added a special touch to the experience. It was a delightful surprise to receive their messages!" Koshiba added, "I felt a lot of pressure to meet their expectations, but I hope I did well!"
The commercial captures the genuine excitement of both actors as they embark on this new journey with Kirin Beer. As they toast to the launch of the Iichiban Shibori White Beer, they invite consumers to join them in discovering a beer that promises to be both refreshing and enjoyable.
As the launch day approaches, anticipation builds not only for the product itself but also for the engaging commercials that are set to entertain and inform viewers about Kirin's latest offering. With its unique flavor and marketing strategy, Iichiban Shibori White Beer is poised to make a significant impact in the beer market.
