Kirin The Gold

Kirin has released its new flagship brand The Gold.

Although name and design make it look like another premium beer, the impression is misleading - The Gold is priced in line with other standard beers. Kirin seems to speculate that this "affordable premium" image will be effective in winning over the target group of men in their 20s and 30s. The aim is to turn The Gold into the top beer brand for the young generation and replicate the success Asahi has achieved with its Super Dry among the generation of their fathers.