New 'Kinmugi' Beer Launched: Suntory Transforms Popular Chu-Hi Brand into Full Beer

Suntory Beverage & Food Limited announces the launch of 'Kinmugi' and 'Kinmugi <75% Less Sugar>' as full beer products, available nationwide starting Tuesday, October 6, 2026. Additionally, a new lager beer, 'Kinmugi <Rich & Mellow>', characterized by its satisfying, rich malt flavor, will launch nationwide on Tuesday, October 13, 2026.

*1 Compared to original 'Kinmugi'

Since its launch in 2007, the 'Kinmugi' brand has earned widespread consumer loyalty through its focus on rich malt flavor and its alignment with the evolving image of 'a happy family dinner table.' It has led the beer-like beverage market as 'the most suitable drink for everyday home consumption.'

In recent years, amid changing social conditions, consumer demand for satisfying alcoholic beverages at affordable prices has steadily increased*2. Responding to this need, Suntory is seizing the opportunity presented by Japan's upcoming alcohol tax reform to shift the 'Kinmugi' brand from its previous new-category production method (happoshu type 2) to full beer production.

*2 Suntory internal survey (2020–2025, n=9,500)

Due to the October 2026 alcohol tax reform, the tax rates for beer and happoshu will be unified, although a certain price gap is expected to remain. Moving forward, Suntory aims to create a new 'daily beer' market with the beer-formulated 'Kinmugi,' while further enhancing the brand's value to invigorate the entire beer-like beverage market.

● Taste Profile

'Kinmugi' and 'Kinmugi <75% Less Sugar>'

The malt ratio has been increased compared to the previous formulation, and the production method has been changed to full beer brewing. Both products retain the well-received core flavor profile while enhancing the richness of malt taste and mouthfeel, finished as a crisp, fresh draft-style beer with a clean aftertaste.

'Kinmugi <Rich & Mellow>'

Utilizing a portion of Diamond malt, a double decoction method, and copper kettle brewing, this beer fully extracts the rich, mellow flavor of malt while maintaining a refreshing finish, resulting in a deeply satisfying taste experience.

● Packaging Design

The packaging features a centrally placed logo and the phrase 'Draft Beer' to convey a bold, authentic beer presence.

To promote awareness of 'Kinmugi’s' transition to beer, Suntory will launch various initiatives to reach a broader customer base.

● 'Kinmugi Becomes Beer' Pre-Experience Event in Marunouchi

From Thursday, July 16 to Monday, July 20 (a national holiday), a five-day event will be held at 'MaruCube' inside the Marunouchi Building (Chiyoda-ku, Tokyo) where visitors can be among the first to taste the new beer-formulated 'Kinmugi.' Experience the brand's 'Home Time' concept in a specially designed space.

● Special 'Beer Transition' Design Cans and 6-Pack

Starting with July shipments, limited-edition cans and 6-packs featuring special designs promoting 'Kinmugi’s' transition to beer will be gradually released for all three current 'Kinmugi' brand variants.

― Details ―

▼ Product Overview

Product Name · Capacity · Alcohol Content · Launch Date

Kinmugi

350ml · 500ml · 250ml · 5.5% · Tuesday, October 6, 2026

Kinmugi <75% Less Sugar>

350ml · 500ml · 4% · Tuesday, October 6, 2026

Kinmugi <Rich & Mellow>

350ml · 500ml · 6% · Tuesday, October 13, 2026

* 'Kinmugi' draft kegs (10L, 15L, 20L) for restaurants will launch on Tuesday, October 27, 2026

* No suggested retail price set

▼ Sales Area: Nationwide

▼ Product Category: Beer

▼ 'Kinmugi' Official Website

http://suntory.jp/KINMUGI/

▽ Customer Inquiries

Suntory Customer Center: https://www.suntory.co.jp/customer/

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