Trends in Japan - CScout Japan Blog » Asahi Ginger Draft spices up beer selection

Asahi Ginger Draft spices up beer selection

Written by: Rebecca Milner on November 17, 2008 at 11:12 pm | In MARKETING IDEAS |

Asahi has got a new beer on the shelves that doesn’t fall into any of the current beer trends (just to recap those would be metabo friendly and premium). It’s called Ginger Draft and is a light “beer” spiked with ginger extract.

Whether or not you think that sounds exciting or awful, the 5% alcohol happoshu actually has very little ginger taste. Much like the rather tasteless Kirin Sparkling Hops we covered a year ago, this one gets a diplomatic no comment.

So what’s up with the ginger? Well, thanks to the advertising materials, featuring pop acts Anna Tsuchiya and Monkey Majik, we know that Ginger Draft is targeting the just eligible to drink market.

We also know that rival drink manufacturer Suntory has a “Blue Ginger Ale” carbonated soft drink in the works to be released later this month. It is in fact light blue and would make a delightfully colorful cocktail mixer.

Tags: Asahi, beer, beverages, FMCG, Suntory
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

Licensed under a Creative Commons Attribution No Derivatives license

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it really tastes horrible

Comment by francois — November 18, 2008 #
it really tastes horrible

Really? I don’t usually like happoshu, but I liked that one. It’s best to not try to pretend that happoshu is beer in any way, and then just enjoy the good ones I guess…

Comment by Michael — November 18, 2008 #