New production method delivers a 'clearer, more vibrant fruit taste.' The largest full renewal in the history of the 'Kirin Hyoketsu®' and 'Kirin Hyoketsu® Sugar-Free' brands!

Kirin Brewery Co., Ltd. (President: Hideki Horiguchi) will be renewing all 13 products in the 'Kirin Hyoketsu®' (hereinafter 'Hyoketsu®') and 'Kirin Hyoketsu® Sugar-Free' (hereinafter 'Hyoketsu® Sugar-Free') series, updating both the contents and packaging. The rollout will begin sequentially nationwide starting with products manufactured in April*1.

*1 'Kirin Hyoketsu® Sugar-Free Lemon ALC. 7%' and 'Kirin Hyoketsu® Sugar-Free Lemon ALC. 4%' will be renewed starting with products manufactured in May.

In recent years, the RTD*2 market has been on an upward trend, and with the liquor tax revisions in October, further growth is expected as consumers shift from other categories facing tax rate increases. Celebrating its 25th anniversary this year, the 'Hyoketsu®' brand has consistently delivered bright and refreshing flavors since its launch in 2001, adapting to changing times and consumer preferences. With cumulative sales of approximately 15 billion units*3, it remains our company's No. 1 selling brand in the RTD category*4.

*2 Short for Ready to Drink; alcoholic beverages that can be consumed immediately upon opening.
*3 Calculated as 350ml units as of the end of December 2025.
*4 Kirin Brewery estimate.

'Hyoketsu®' is supported by customers for its clear, crisp taste and its bright, refreshing brand image. We decided on this renewal to allow even more customers to enjoy the 'clarity' that is the core value of 'Hyoketsu®.' We have adopted the new 'Hyoketsu® Ultra-Clear Production Method,' which carefully removes fruit-derived impurities, resulting in a taste where the authentic flavor of the fruit is felt more clearly. The packaging has also been refreshed with a design that intuitively conveys the deliciousness of each series, highlighted by the clear taste. By further refining the signature 'Hyoketsu®' flavor, we aim to expand consumption opportunities by appealing to both long-time fans and new customers.

'Hyoketsu®' is a brand that aims to 'make our customers' days bright and refreshing.' By staying close to the changing sentiments and diversifying needs of our customers, we aim to revitalize the RTD market by delivering bright, refreshing feelings through the taste of juicy fruit and crisp, sparkling carbonation.

● About the Contents

'Hyoketsu®' Series

Enjoy the crisp, refreshing taste of juicy fruit. The 'Hyoketsu® Ultra-Clear Production Method' has been applied to all flavors to polish the juicy fruit sensation.

'Hyoketsu® Sugar-Free' Series

A taste without unnecessary sweetness, allowing you to enjoy the pure flavor of fruit, making it easy to pair with meals. The 'Hyoketsu® Ultra-Clear Production Method' has been applied to all flavors to polish the clear fruit sensation.

● About the Packaging

'Hyoketsu®' Series

・The blue and silver two-tone color scheme is designed with a diagonal offset, creating a sense of dynamism and expressing the brightness and refreshing nature of 'Hyoketsu®.'

・At the center, the juiciness...