On April 14, 2025, actors Okada Masaki and Koshhiba Fuka showcased a refreshing white attire inspired by the newly launched "Kirin Ichiban Shibori White Beer" during a promotional event. The duo was tasked by their senior, Emoto Tokio, to strike a pose that would instantly convey the deliciousness of the beer, a challenge they embraced with enthusiasm.
Kirin Beer Co., Ltd. is set to release its latest product, "Kirin Ichiban Shibori White Beer," nationwide on April 15, 2025. This new beer, which incorporates both barley and wheat malts, is designed to appeal to a broader audience, especially those who typically consume beer less frequently. The company aims to sell approximately 2 million cases in its first year, with the retail price set at about 238 yen for a 350ml bottle and 312 yen for a 500ml bottle.
The promotional campaign for the new beer includes a series of TV commercials featuring Okada and Koshhiba, which began airing on April 14, 2025. These commercials depict the two actors experiencing "Ichiban Shibori White Beer" for the first time while reading letters from their senior co-stars, including Emoto Tokio, Suzuki Ryohei, and Kakei Toshio. The outdoor set for the commercials was designed to reflect the color scheme of the product, utilizing elements that symbolize the beer's refreshing qualities.
During the event, Okada expressed his excitement about participating in his first beer commercial, saying, "When I received the offer, I was truly happy. I’ve always wanted to be in a beer commercial, so I eagerly anticipated the shooting day." He added, "I hope to bring a new wind to the 'Ichiban Shibori' family with this collaboration."
Koshhiba also shared her joy at being part of the campaign, noting the natural atmosphere of the shoot. "I was really happy when I found out I would be in a beer commercial. I immediately told my family, and they were all excited for me!" She highlighted the importance of conveying the excitement of trying something new, which was central to the commercial's theme.
The set for the commercial was designed with a color chart inspired by "Kirin Ichiban Shibori White Beer," featuring hues that reflected the product's branding. Okada and Koshhiba's genuine reactions while tasting the beer for the first time were captured on camera, showcasing their excitement and surprise.
Masakazu Kimura from the Marketing Division emphasized the company's strategy to attract customers who drink beer infrequently. He noted, "About 70% of alcohol consumers drink beer less than once a month. By introducing a light and easy-to-drink white beer, we hope to appeal to this demographic and expand our customer base."
The new product is particularly significant as it marks the first addition to the "Ichiban Shibori" brand in five years, following the release of "Ichiban Shibori Sugar Zero" in 2020. Kirin Beer aims to leverage the brand's established reputation to broaden its appeal and encourage existing customers to try the new offering.
The commercials not only feature Okada and Koshhiba but also include humorous moments as the actors react to the letters from their senior colleagues. Upon reading the letters, they humorously remarked, "Don’t raise the bar too high!" and "What a tall order!" showcasing their chemistry and the light-hearted nature of the campaign.
Both actors expressed their hopes that viewers would enjoy the commercials and the new beer. Okada mentioned that he was particularly looking forward to sharing the experience with his family and friends, while Koshhiba planned to celebrate her birthday on April 16 with a toast of "Kirin Ichiban Shibori White Beer," which she described as the perfect way to mark the occasion.
As the launch date approaches, excitement builds around "Kirin Ichiban Shibori White Beer," with both the company and the actors eager to see how audiences will respond to this fresh addition to the beer market. With its unique flavor profile and engaging marketing campaign, Kirin Beer is poised to make a significant impact on consumers looking for something new and refreshing.
In summary, the introduction of "Kirin Ichiban Shibori White Beer" represents a strategic move by Kirin Beer to attract a wider audience while maintaining the essence of its celebrated brand. The engaging promotional efforts featuring Okada and Koshhiba are expected to resonate well with both loyal customers and new consumers alike, setting the stage for a successful launch.
