Charles Wells favours new premium Kirin
by Dizziana Rossi
Charles Wells is introducing a premium version of its Kirin beer in a bid to get wider distribution in top-end pubs and bars.
The Bedford brewer, which owns the rights to the Japanese lager in the UK, said its ambitious plans for Kirin Ichiban included a £1m launch campaign.
Like the original Kirin version, Kirin Ichiban is produced at Charles Wells' brewery but is made using the Ichiban Shibori process, which the company explained gave an "ultra premium" beer, produced from the first pressing of the wort.
Although the original version of Kirin will continue to be available, Charles Wells said it planned to focus its attention on the newcomer.
Launching in February, the beer will be sold in 330ml and 500ml bottles as well as on draught and will cost around 30p more per pint than other premium lagers.
A number of pubcos are already testing Kirin Ichiban on draught, including SFI and the Spirit Group.
Jason Danciger, SFI's pur-chasing director, said: "We have put draught Kirin Ichiban into our new concept, Label, in Manchester.
"We are set to upgrade from the Kirin bottled beer in our outlets to the draught version, which uses the unique brewing process, adding more excitement to the brand."
To support the launch, a £1m marketing campaign will see print adverts run in consumer and trade press featuring the strapline "Brewed with ruthless inefficiency", the ads refer to the fact that so much wort is wasted in the production process.
Nigel McNally, Charles Wells sales and marketing director, said: "The Ichiban Shibori process is the world's most expensive brewing method but it is the one factor that sets the ultra-premium lager apart from its competitors.
"Research shows that consumers aspire to drinking a more sophisticated beer with an authentic history and that they have an interest in a product's origin and the brewing methods used."
