Charles Wells is to launch a draught version of Japanese beer Kirin across the UK and Europe next month, following strong sales of the bottled version.
According to the Bedford-based brewer, Kirin sales are growing at 14 per cent year-on-year in the on trade. Last year, the brand became the first Japanese beer to be sold in London’s Chinatown.
Kirin Draught, promoted on the basis of its freshness, will be aimed at the same market: Chinese and Japanese restaurants and upmarket bars.
Charles Wells marketing manager Henry Leyland says: “The Japanese love of fresh food, such as sushi, is only matched by their appetite for fresh beer. Kirin Draught is likely to be the freshest oriental beer available.”
Kirin was recently increased in strength from 4.8 per cent to five per cent proof. Last month, Charles Wells launched a new Manchester United Premium Lager (MW August 27).