Bedford brewer Charles Wells is to spend £1m this year, making Kirin Ichiban the main focus of the Kirin brand in the UK. The company will switch the emphasis of its marketing activity from Kirin beer to its premium variant, Kirin Ichiban, which will become the subject of intense promotional and sales activity.
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.