Bourbon subsidiary エチゴビール is launching Fruit Beer Laboratory, a new fruit beer brand made with fruit juice. Using pear and strawberry juice, the brand aims to offer flavors suitable for everyday enjoyment and for pairing with meals and desserts.
エチゴビール, a Bourbon subsidiary based in Niigata, announced that it is launching Fruit Beer Laboratory, a new brand made with fruit juice, along with two products using pear and Tochigi-grown strawberry juice. The company said it aims to attract people who do not usually drink beer.
Le Lectier × Wheat Ale, made with pear, will launch on 16 April, while Double Berry × Red Ale, made with strawberry juice, will launch on 20 November. The reference price is ¥356 for a 350 ml can. The products are expected to be available at supermarkets, convenience stores, liquor retailers and other outlets nationwide.
The brand is scheduled to be developed separately from the flagship エチゴビール brand, with the aim of broadening the base of the craft beer market. Four-panel comics will be printed on the cans to convey the brand's concept. The company aims to establish the products as regular offerings and launch a third product within about a year.