Suntory's Kinmugi has evolved into beer, and the new Kinmugi〈Hoju〉has been launched. Star cast members including Takeuchi Ryoma (竹内涼真) attended the PR presentation, where the product's taste characteristics and market strategy were introduced.
The transition of Kinmugi into beer and the launch of the new Kinmugi〈Hoju〉were announced, while the event featured photo presentations and the brand's new packaging. The attending cast members toasted with Kinmugi after its transition into beer and also sampled Hoju.
Dan Rei (檀れい) spoke about her feelings on Kinmugi's 20th anniversary. Participants commented on the new taste experience, including Kinmugi's malt flavor and clean finish, as well as the satisfying drinkability of the model with 75% less sugar. Takenouchi Yutaka (竹野内豊) and Takeuchi Ryoma (竹内涼真) also discussed the appeal of the new product and touched on spending time at home.
Suntory explained that it plans to create a daily beer market by transitioning Kinmugi into beer, and indicated that it aims to revitalize the market against the backdrop of the planned unification of the tax treatment of beer and happoshu. The expected price points were ¥1,130 for a six-can premium pack, ¥1,030 for the standard version and ¥880 for the economy version.
At the tasting, Kinmugi〈Hoju〉was described as retaining the drinkability of the original Kinmugi while offering the crispness and bitterness of lager beer and a noticeable carbonation, making it a product that could also appeal to beer-oriented consumers.