Suntory transitions Kinmugis brand to beer production

Suntory is transitioning its Kinmugis brand from a new genre (happoshu) to a standard beer production method. This strategic shift follows the liquor tax reform scheduled for October 1.

As part of this relaunch, Suntory is introducing several new products. The standard Kinmugis and Kinmugis <75% less carbs> will be released nationwide on October 6, while the premium Kinmugis <Hojun> lager will launch on October 13. The new versions will feature a higher malt ratio to enhance flavor and body.

To promote the change, actress Rei Dan has been appointed as the brand ambassador. A new series of television commercials featuring Dan will begin airing on September 30. Other brand messengers include Yutaka Takenouchi, Haru Kuroki, Taiga Nakano, and Ryoma Takeuchi.