The Japanese brewer launches its first new beer in 17 years

Japanese beer maker, Kirin Brewery Co launched Harekaze, a new standard-priced beer brand, on nationwide release on 2 April. The product is the company’s first new beer in 17 years, and is a testament to Kirin’s enduring commitment to quality and innovation, the company said. Kirin’s current popular brands include Ichiban Shibori, Kirin Beer, Kirin Lemon, Mets, and Gogo no Kōcha.

According to Tomohiro Tayama, Kirin’s master brewer, Harekaze offers consumers a unique drinking experience by utilising rare domestic hops that impart a distinctive citrus aroma without the accompanying sourness typically associated with such flavours.

The move comes as the Japanese government plans to lower the liquor tax on beer in 2026, a pivotal change that Kirin hopes to leverage to boost its market presence alongside its flagship Ichiban Shibori brand. Retailing at approximately JPY225 for a 350-millilitre can, Harekaze will be available in convenience stores throughout Japan.

The company has set an ambitious sales target of about 4.3 million cases in its inaugural year, each case containing twenty 633-millilitre bottles.

Ahead of its launch, Harekaze was promoted through a comprehensive advertising campaign that featured members of the popular Japanese boy band Snow Man, and Renn Kiriyama, a Japanese stage and television actor.