[REVISION HISTORY]
Suntory Kinmugi brand transition to beer production
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2026-09-30 07:24 UTC → 2026-09-30 07:25 UTC ·
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Suntory is transitioning its Kinmugi brand from a ‘new genre’ beverage to a standard beer production method. This strategic shift is prompted by Japanese liquor tax reforms effective October 1, 2026, which unify tax rates for beer and low-malt beer (happoshu) and increase taxes on new genre beverages. The company has scheduled the release of three new products in October 2026. The standard Kinmugi and a version with 75% less sugar carbs are set to launch nationwide on October 6, followed by the Kinmugi ‘Hojun’ lager on October 13. These iterations utilize a higher malt ratio to enhance flavor and body while maintaining a clean aftertaste. To promote the brand’s evolution, Suntory will host 90-minute tasting tours at its Musashino brewery in Tokyo throughout October 2026, allowing participants to observe manufacturing and sample the new varieties. 2026. Additionally, Suntory actress Rei Dan has been appointed actor Ryoma Takeuchi as the a brand ambassador, with a new messenger for Kinmugi Hojun. series of television commercials featuring her scheduled to begin airing on September 30. Other brand messengers, including messengers include Ryoma Takeuchi, Yutaka Takenouchi, Haru Kuroki, and Taiga Nakano, participated in a press event to discuss the upcoming product releases. Nakano.
Versions
- 2026-09-30 07:25 UTC Suntory Kinmugi brand transition to beer production
- 2026-09-30 07:24 UTC Suntory Kinmugi brand transition to beer production
- 2026-09-22 06:44 UTC Suntory Kinmugi brand transition to beer production
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