UK: Kirin Ichiban sampling blitz to hit 13 towns and cities
By James Wilmore | 6 June 2013
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Kirin is brewed by Wells & Young's in the UK |
Japanese lager brand Kirin Ichiban is set for a major push this summer with a sampling campaign across 13 UK cities and towns.
Wells & Young's, which brews the lager in the UK under contract, said sampling teams will visit more than 40 "premium" outlets to promote the brand until the end of August. The outlets are in: London, Birmingham, Ascot, Cambridge, Bristol, Leeds, Sheffield, Liverpool, Cheshire, Lancaster, Aberdeen, Edinburgh and Glasgow.
“Awareness of Kirin Ichiban has continued to grow steadily in the last year, alongside an increasing consumer interest in premium world lager," said Phil Toms, director of brands at Wells & Young’s.
He added that "feedback indicates that there is a real appetite to see the brand more widely available".
Wells & Young's lost the UK brewing rights to Corona Extra and Red Stripe in 2011.
Expert analysis
Global Beer Tax Tables, 2012
This report covers 58 markets and comprises a series of tables covering taxation base, historical excise rates, legal controls and a calculation of the total taxation burden on beer.
Sectors: Beer & cider
Companies: Kirin
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UK: Kirin Ichiban sampling blitz to hit 13 towns and cities
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