Strawberry in a vodka soda? The wait is over. Kirin Hyoketsu, a leader in the globally influential Japanese ‘Chu-hi’ style RTD, has officially launched Kirin Hyoketsu Strawberry.
This tasty launch arrives as the RTD market continues to evolve, driven by a resurgence in male participation and a deep craving for the refined innovation of Japanese drinking culture.
Made from vodka, soda and natural strawberry juice, the new 6% ABV RTD boasts a fresh flavour that delivers a perfect blend of juicy, sun-ripened strawberry notes with a subtle tartness that keeps it refreshingly light, without any lingering aftertaste. While lemon and citrus flavoured RTDs continue to dominate shelf space, Kirin Hyoketsu is adding a bold new flavour choice to its range to meet the 55 percent of Aussie RTD drinkers who are seeking a strawberry option*1.
Delivering authentic and delicious Japanese flavour, Kirin Hyoketsu Strawberry is light on everything else, with 117 calories and less than 1g of sugar per can.
The Australian market has become a stomping ground for Japanese-inspired innovation which is evident in the popularity of Japanese Chu-hi RTDs among young drinkers. While RTDs were once seen as a female-dominated category, IWSR data**2 shows a significant bounce back in male buyers with men emerging as the category’s
most resilient and frequent consumers as 52 percent of male RTD buyers now consume the category at least once a week.
The data also cements that Gen-Z and Millennials continue to lead the charge in this category, accounting for over two-thirds of RTD purchases. GenZennials are big on fruit flavour with tropical, citrus, summer and forest/red fruits listed as the top RTD preferences.
Albertus Lombard, Brand Director – RTD at LION Australia said: “Japanese influence is massive in Australia right now, with drinkers increasingly gravitating towards cleaner, more refreshing flavour profiles. Australians don’t have to compromise anymore. We are reaching for RTDs that deliver bold delicious flavour, lower calories and a lighter drinking experience. By using our unique freezing technology, we’ve bottled a true, sun-ripened strawberry taste that is exactly the fresh, exciting choice drinkers have been calling for..”
Kevin Vu Ha, Director at Vu Ha Hospitality and Japanese-inspired bar owner at Nomu Bar adds: “After a decade in hospitality, most of it in Japanese venues, and now running my own space at Nomu Bar, I’ve seen a massive shift in how people drink.
Every year when I head to Japan, I’m reminded of how integral Chu-Hi and Highballs are to the Japanese bar culture, and it’s been incredible to watch that influence take hold here in Australia.
I’m seeing it firsthand with our guests at Nomu, but also with my own mates. We’re moving away from beers and sugary, carb-heavy mixed drinks in favour of something cleaner. There’s a real demand for drinks that are sessionable and sophisticated without that syrupy aftertaste. Kirin Hyoketsu captures the authentic Tokyo highball experience I see in bars across Japan and brings it directly into the Aussie esky; I’m stoked they are
adding Strawberry to the lineup.”
Whether it’s the new go-to for a spontaneous social gathering or the first pick for a long weekend, one thing’s clear: strawberry is ready to be Australia’s new favourite taste.
Kirin Hyoketsu Strawberry is available now at $26.99 RRP for a 4-pack of 330ml cans at leading liquor retailers nationwide in-store and online.
About Kirin Hyoketsu
Kirin Hyoketsu, Japan’s leading premix drinks brand, serves a choice for ready-to-drink beverages, expertly crafted through the innovative Hyoten Toketsu technology. Boasting an irresistible blend of flavours, the beverages combine vodka, soda, and natural fruit juice with 6% ABV and as little as 117 calories, currently available in four distinct flavours: Lemon, Pineapple, Green Apple and Strawberry. Rooted in its unequivocally Japanese essence, Kirin Hyoketsu aspires to deliver Tokyo progressive cool with each sip, setting a new standard for excellence in the premix beverage industry. www.kirinhyoketsu.com.au
About LION
LION is a leading beverages company with powerhouse brands headquartered in Sydney, Australia. From iconic classic and craft beers to innovative ready-to-drink offerings, exceptional spirits, remarkable wines and more – LION’s brands have been shaping culture for more than 180 years. Proudly part of global company KIRIN, LION is focused on becoming an unrivalled Force for Growth and Force for Good. Our diverse portfolio of iconic brands includes Hahn, Stone & Wood, XXXX, Tooheys, KIRIN Ichiban, KIRIN Hyoketsu, James Squire and Little Creatures. LION also has an enviable portfolio of New Zealand wine brands; a craft spirits distribution arm in Australia in Vanguard Luxury Brands and Yarra Valley-based Four Pillars Gin. We employ more than 2500 people across our network of iconic breweries and other operations in Australia and New Zealand. www.lionco.com
