"Taste it, know its deliciousness." Experiential campaign around Okinawa starts, linked with new commercial broadcast, "Orion The Dark" large-scale sampling campaign implemented.
Orion Beer is launching a large-scale sampling campaign across Okinawa for its "Orion The Dark" dark beer, under the concept of "Taste it, know its deliciousness." This initiative aims to address consumer preconceptions about dark beers by allowing them to experience the gap between appearance and taste.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 21:00
- 🔍 Collected: May 7, 2026 at 12:31
- 🤖 AI Analyzed: May 7, 2026 at 14:04 (1h 32m after Collected)
Orion Beer Co., Ltd. (Headquarters: Tomigusuku City, Okinawa Prefecture; Representative Director & President/CEO: Hajime Murano) will implement a large-scale sampling campaign for "Orion The Dark" throughout Okinawa, under the concept of "Taste it, know its deliciousness." This campaign aims to let consumers actually experience the gap between the beer's appearance and its taste.
The special website is: https://www.orionbeer.co.jp/brand/thedark/sampling.html
"Orion The Dark" is our dark beer that has been sold exclusively overseas and through official online stores since November 2022. It is currently distributed in a total of seven countries, including Taiwan, Hong Kong, Australia, and New Zealand, and has gained popularity for its refreshing and easy-to-drink taste, especially in warm Asian and Oceanic regions. Based on this international success, it was launched in Okinawa, Japan, in April 2025. It has been very well received by customers who regularly enjoy standard beers, with comments such as "a light mouthfeel unimaginable from its appearance" and "a satisfying taste."
On the other hand, due to its appearance, "Orion The Dark" often carries the image that "dark beer is heavy or bitter," and some voices indicate that people haven't had the chance to try it yet. Therefore, this time, under the concept of "Taste it, know the goodness of The Dark," a "The Dark Car" will tour Okinawa from Itoman in the south to Nago in the north, conducting a large-scale sampling campaign to offer opportunities for people to taste it in various locations across the prefecture.
Please take this opportunity to experience the gap between its appearance and its drinkability.
Orion The Dark Sampling Campaign Overview
* Locations and Dates:
* MEGA Don Quijote Ginowan Store (May 8 (Fri) - May 10 (Sun), 2026)
* MEGA Don Quijote Nago Store (May 15 (Fri) - May 17 (Sun), 2026)
* Michi-no-Eki Itoman (in front of Umancju Market) (May 22 (Fri) - May 24 (Sun), 2026)
* Okinawa Times Building 1F (May 29 (Fri) - May 31 (Sun), 2026)
* Details such as operating hours vary by venue.
About the New TV Commercial
Furthermore, a new TV commercial began airing in late April 2026. This commercial aims to impressively express the characteristic "gap between appearance and taste" of "Orion The Dark," thereby stimulating interest to "want to try it," and achieving a synergistic effect with this sampling campaign.
Product Overview
* Product Name: Orion The Dark
* Alcohol Category: Beer
* Ingredients: Malt (foreign and domestic production), hops, barley, rice, corn, starch
* Alcohol Content: 5%
* Volume: 350ml can
* Taste Characteristics: Based on the refreshing and easy-to-drink taste of Orion The Draft, this new-sensation standard beer uses a portion of dark malt to achieve a rich roasted aroma and body, while remaining easy to drink, offering a light mouthfeel and a satisfying taste.
* Sales Area: Okinawa Prefecture, Amami Islands region, our EC site (Overseas sales continue with existing package design)
* Price: Open price
* Brand Website: https://www.orionbeer.co.jp/brand/thedark/
* Official Online Store: https://shop.orionbeer.co.jp/products/1337
The special website is: https://www.orionbeer.co.jp/brand/thedark/sampling.html
"Orion The Dark" is our dark beer that has been sold exclusively overseas and through official online stores since November 2022. It is currently distributed in a total of seven countries, including Taiwan, Hong Kong, Australia, and New Zealand, and has gained popularity for its refreshing and easy-to-drink taste, especially in warm Asian and Oceanic regions. Based on this international success, it was launched in Okinawa, Japan, in April 2025. It has been very well received by customers who regularly enjoy standard beers, with comments such as "a light mouthfeel unimaginable from its appearance" and "a satisfying taste."
On the other hand, due to its appearance, "Orion The Dark" often carries the image that "dark beer is heavy or bitter," and some voices indicate that people haven't had the chance to try it yet. Therefore, this time, under the concept of "Taste it, know the goodness of The Dark," a "The Dark Car" will tour Okinawa from Itoman in the south to Nago in the north, conducting a large-scale sampling campaign to offer opportunities for people to taste it in various locations across the prefecture.
Please take this opportunity to experience the gap between its appearance and its drinkability.
Orion The Dark Sampling Campaign Overview
* Locations and Dates:
* MEGA Don Quijote Ginowan Store (May 8 (Fri) - May 10 (Sun), 2026)
* MEGA Don Quijote Nago Store (May 15 (Fri) - May 17 (Sun), 2026)
* Michi-no-Eki Itoman (in front of Umancju Market) (May 22 (Fri) - May 24 (Sun), 2026)
* Okinawa Times Building 1F (May 29 (Fri) - May 31 (Sun), 2026)
* Details such as operating hours vary by venue.
About the New TV Commercial
Furthermore, a new TV commercial began airing in late April 2026. This commercial aims to impressively express the characteristic "gap between appearance and taste" of "Orion The Dark," thereby stimulating interest to "want to try it," and achieving a synergistic effect with this sampling campaign.
Product Overview
* Product Name: Orion The Dark
* Alcohol Category: Beer
* Ingredients: Malt (foreign and domestic production), hops, barley, rice, corn, starch
* Alcohol Content: 5%
* Volume: 350ml can
* Taste Characteristics: Based on the refreshing and easy-to-drink taste of Orion The Draft, this new-sensation standard beer uses a portion of dark malt to achieve a rich roasted aroma and body, while remaining easy to drink, offering a light mouthfeel and a satisfying taste.
* Sales Area: Okinawa Prefecture, Amami Islands region, our EC site (Overseas sales continue with existing package design)
* Price: Open price
* Brand Website: https://www.orionbeer.co.jp/brand/thedark/
* Official Online Store: https://shop.orionbeer.co.jp/products/1337