Kirin Good Ale

Kirin Brewery Company, Limited has launched a new brand, “Kirin Good Ale,” on October 7, positioning it as the company’s third core pillar following “Kirin Ichiban Shibori Draft Beer” and “Kirin Beer Harekaze.”

Born from the desire to “create great beer that brightens Japan’s future,” this beer was crafted to deliver “a completely new kind of deliciousness.” With a satisfying balance of fruity flavor and aroma alongside a clean, refreshing finish, the product achieved its annual sales target in just eight days after launch. The brand has also attracted attention for its brand action initiative, “Good Ale JAPAN,” which supports activities that energize local communities across Japan by allocating a portion of sales revenue. As a symbolic part of this initiative, brand leader Haruka Ayase has been involved in the operation of a film festival in her hometown of Hiroshima. This activity is featured in a special documentary titled “Cheers of Happiness,” supervised by Hirokazu Koreeda, now available on Prime Video and YouTube.

IN FOCUS was in charge of the production of the brand website, the Good Ale JAPAN campaign site, social media content, and the opening video for the product launch event.