Now Japanese brewers are also turning their attention to health issues.
While most western markets have focused on lower alcohol and low calorie products, Japan's Kirin Brewery has adopted a more innovative approach.
In February the company launched Tanrei Alpha, a 5.5% abv happo-shu' a low malt lager-style beer which is marketed as low in purine.
Purine is commonly found in malt and can raise uric acid levels in the blood, which is a factor in developing gout, so Kirin says it expects the beer to appeal to sufferers of gout, and anyone concerned about the longer-term implications of beer drinking.
According to Kirin, some two million people in the UK suffer from the condition.
It claims Tanrei Alpha has only 10% of the purine content of most regular beers, thanks to the company's patented selective removal method. This extracts as much purine as possible without comprising the smooth aftertaste of the beer.
The product is classified as a low malt happo-shu', but it contains a small amount of beer flavour to balance the taste.
It is available in 350ml and 500ml aluminium cans, with respective rsps of about 80p or £1.10.
{{MARKETING - BRANDWATCH }}
While most western markets have focused on lower alcohol and low calorie products, Japan's Kirin Brewery has adopted a more innovative approach.
In February the company launched Tanrei Alpha, a 5.5% abv happo-shu' a low malt lager-style beer which is marketed as low in purine.
Purine is commonly found in malt and can raise uric acid levels in the blood, which is a factor in developing gout, so Kirin says it expects the beer to appeal to sufferers of gout, and anyone concerned about the longer-term implications of beer drinking.
According to Kirin, some two million people in the UK suffer from the condition.
It claims Tanrei Alpha has only 10% of the purine content of most regular beers, thanks to the company's patented selective removal method. This extracts as much purine as possible without comprising the smooth aftertaste of the beer.
The product is classified as a low malt happo-shu', but it contains a small amount of beer flavour to balance the taste.
It is available in 350ml and 500ml aluminium cans, with respective rsps of about 80p or £1.10.
{{MARKETING - BRANDWATCH }}
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