Suntory transitions Kinmugī brand to beer following tax reform

Suntory is transitioning its Kinmugī brand from a new genre beverage (happoshu) to a standard beer production method. This strategic shift follows the Japanese liquor tax reform effective October 1, which increases taxes on new genre beverages.

The company will launch the new Kinmugī and Kinmugī (75% less sugar) on October 6, followed by Kinmugī Houjun on October 13. The new versions will feature a higher malt ratio to enhance flavor and body while maintaining a clean aftertaste.

To promote the transition, Suntory has appointed actor Ryoma Takeuchi as the new messenger for Kinmugī Houjun. Other brand messengers, including Yutaka Takenouchi, Haru Kuroki, and Taiga Nakano, also participated in a press event to discuss the brand's evolution and the upcoming product releases.