JAPAN/US: Kirin Holdings to launch alcohol-free beer in US
Kirin Holdings to export alcohol-free beer to US
Japan's Kirin Holdings is to test US demand for alcohol-free beer by launching its Kirin Free in the country.
Kirin Free will be launched in March, priced between US$3 and US$5 per 334ml bottle. It will be initially sold in 1,000 restaurants in west coast cities, notably Los Angeles, with motorists a key target.
“According to our research, the US, as a highly motorised country, holds a huge potential market for alcohol-free beer,” a Kirin spokesperson said today (20 January). If the trial is successful, Kirin Free will be launched in other parts of the US, he added.
The trial will be run by Kirin’s operation in California, Kirin Brewery of America, which will import ‘Free’ from Japan. The label describes it as a "non-alcohol malt beverage".
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