Asahi Ginger Draft spices up beer selection

Written by: Rebecca Milner on November 17, 2008 at 11:12 pm | In MARKETING IDEAS | 2 Comments

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

Asahi beer can celebrates Tokyo Sky Tree

Written by: Rebecca Milner on June 20, 2008 at 3:44 pm | In LIFESTYLE / FASHION, MARKETING IDEAS | No Comments

Following the announcement from Tobu Railways that the name of the new Tokyo Tower would be the Tokyo Sky Tree, Asahi Beer released plans for a limited edition Asahi Super Dry can featuring the tower and an image of the future skyline.

This actually makes sense considering that Asahi headquarters (also housed in a designer building with controversial appeal, Philippe Starck’s Flamme d’Or known colloquially as the golden turd) are located in Sumida Ward, the location of the new tower.

While many Tokyoites feel a strong attachment to the original iconic 50 year old Tokyo Tower, it seems that Asahi is banking on the public warming up to the new, far more sexy one. Construction of the digital broadcast tower, initiated by NHK and five other broadcasting companies and built on Tobu railway land, began this year and is scheduled to be completed in 2011.

When finished, the 610.58 meter (2,003 ft) Tokyo Sky Tree will be the tallest structure in the city and include offices, shops, and restaurants, plus two observation decks. Asahi, however, works a little faster, the Super Dry Sky Tree can, will be available in the Tokyo area for a limited time from July 23rd.

Tags: Asahi, beer, FMCG, tobu, tokyo sky tree
Category: LIFESTYLE / FASHION, MARKETING IDEAS
Other categories: DIGITAL LIFE, PRODUCT INNOVATIONS

Perfect ice for perfect drinks

Written by: Rebecca Milner on May 7, 2008 at 10:22 pm | In DIGITAL LIFE | 21 Comments

Somebody out there is working on a device to create the perfect ice cube. Or ice sphere actually.

A Japanese company has introduced a mold that seamlessly creates a perfect sphere, no chipping and shaving required. Simple place a chunk of ice into the metal press and, as it melts, the device will close around the ice forming a ball, which is then released by the flick of a switch.

The Ice Mold, available in 55, 65, 70, and 80mm mold sizes, can make 30-40 ice balls an hour.

Spheres of ice are preferred by serious on the rocks drinkers because the reduced surface size means that the ice melts at a slower pace, keeping your drink from getting watery to quickly.

Contrary to what you might think, bartenders in Japan consistently take home top honors at global competitions, not because of their flashy antics or strange new concoctions but because there is an intense devotion to making simply the best drink, of which perfect ice is an obvious component.

Speaking of top-notch beverages, Asahi’s Nikka Whiskey label will be releasing again for a limited time its Non-chill Filtered 20 Year Single Malt Whisky that took home the award for best single malt whiskey at the annual World Whisky Awards.

Chilling during the filtering process is common practice to reduce the risk of the whiskey becoming cloudy, though at a sacrifice of taste. Nikka’s Non-chilled filtered goes for full taste, at the risk of having to sacrifice a few cloudy batches. Sales are limited to 1350 bottles and will sell for ¥20,000 (about $187), which considering the other premium beverages on the market, seems totally reasonable.

Combine the Non-chill Filtered Nikka Whiskey on the rocks and a Taisin ice sphere for a perfect whiskey on the rocks!

UPDATE: The Ice Ball Mold is now available at JapanTrendShop.

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

4 million yen cognac, courtesy of Asahi

Written by: Rebecca Milner on May 3, 2008 at 10:42 pm | In LIFESTYLE / FASHION | 3 Comments

Asahi Beer, which holds the rights to distribute French cognac Remy Martin in Japan, has announced that 30 bottles of Remy Martin’s premium champagne cognac Louis 13th Black Pearl Magnum will be released in Japan from this month. 358 bottles will be released globally, which gives Japan nearly 10% of the shares. Not bad!

The precious liquid, which comes in an original Baccarat crystal holder, will be available at select department stores for an astounding ¥4,000,000 (or about $38,000) for a 1,500ml bottle.

And we thought the 30-year-old special reserve Hibiki Whisky that Suntory released last year this time was expensive! That limited edition liquid gold went for a mere ¥1,000,000 a bottle and was limited to 100 bottles in Japan, 10 of those in Tokyo.

Like the Hibiki (pictured above), we expect the Louis 13th Black Pearl Magnum to be swallowed up in the high-end nightlife establishments in Tokyo’s Ginza and Kyoto’s Gion at an even more exorbitant 50% mark-up. Cheers to the high life!

Posted by Rebecca Milner

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