For the first time in Japan, a regular beer with zero carbs will be sold. The brewery behind this achievement is Kirin Brewery Co.
Although there have already been low-carb and zero-carb alcoholic beverages in the happōshu low-malt beers and the so-called "third-category" beer-taste beverage categories, this is the first time a domestically made regular beer with zero carbs will go on the market.
The new beer, which is part of Kirin's popular Ichiban-shibori line, is called キリン一番搾り 糖質ゼロ Kirin Ichiban-Shibori Tōshitsu Zero (Kirin Ichiban-Shibori Zero Carb) and will go on sale on October 6th, 2020.
The timing coincides with a reduction in liquor tax equivalent to about 7 yen per 350 ml can which is expected to go into effect at the beginning of the month. According to Kirin's press release, this will make it easier for customers to buy beer.
Another reason Kirin was motivated to develop a zero-carb beer is the increase in “health-consciousness” over the years which was further accelerated due to the spread of the novel coronavirus. Kirin has recorded steady growth in sales of low and zero-carb beverages in their happōshu and third-category beer taste beverages. According to their research, about 80% of alcohol drinkers surveyed indicated they were concerned with their health, so Kirin expects this demand to continue.
Over a period of five years, Kirin conducted over 350 brewing tests and finally discovered a way of reducing carbs without compromising taste.
According to Kyodo News, Kirin Brewery President Takayuki Fuse explained at a press conference that he hopes the revised liquor tax will provide an opportunity to "find fresh growth in the beer market" and he hopes his company will connect with new beer fans with their zero-carb beer.
For the first time in Japan, a regular beer with zero carbs will be sold. The brewery behind this achievement is Kirin Brewery Co.
Although there have already been low-carb and zero-carb alcoholic beverages in the happōshu low-malt beers and the so-called "third-category" beer-taste beverage categories, this is the first time a domestically made regular beer with zero carbs will go on the market.
The new beer, which is part of Kirin's popular Ichiban-shibori line, is called キリン一番搾り 糖質ゼロ Kirin Ichiban-Shibori Tōshitsu Zero (Kirin Ichiban-Shibori Zero Carb) and will go on sale on October 6th, 2020.
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The timing coincides with a reduction in liquor tax equivalent to about 7 yen per 350 ml can which is expected to go into effect at the beginning of the month. According to Kirin's press release, this will make it easier for customers to buy beer.
Another reason Kirin was motivated to develop a zero-carb beer is the increase in “health-consciousness” over the years which was further accelerated due to the spread of the novel coronavirus. Kirin has recorded steady growth in sales of low and zero-carb beverages in their happōshu and third-category beer taste beverages. According to their research, about 80% of alcohol drinkers surveyed indicated they were concerned with their health, so Kirin expects this demand to continue.
Over a period of five years, Kirin conducted over 350 brewing tests and finally discovered a way of reducing carbs without compromising taste.
According to Kyodo News, Kirin Brewery President Takayuki Fuse explained at a press conference that he hopes the revised liquor tax will provide an opportunity to "find fresh growth in the beer market" and he hopes his company will connect with new beer fans with their zero-carb beer.
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