Marketing is likely to focus on the brewing process, which involves a single pressing and, the company says, yields a purer taste. Charles Wells sales and marketing director Nigel McNally said: “Research shows that consumers aspire to drink a more sophisticated beer with an authentic history and that they have an interest in the origin of products and the brewing methods used, similar to the interest shown by a wine connoisseur.
“It is therefore a natural step for us to support the repositioning of Kirin Ichiban.”
A 330ml bottle of Kirin Ichiban has an rsp of £1.39. A four-pack is £5.55.