Kirin Holdings has launched a non-alcoholic beer in China as zero-abv trends extend into new markets.
The China release of the 0%-abv Kirin Green’s Free follows a test launch in the country last year that totalled 17,000 24x35cl cases, Kirin told just-drinks. The company aims to sell about 48,000 cases a year, mainly through listings in convenience stores such as 7-Eleven.
According to Kirin, Chinese consumers are increasingly seeking out non-alcoholic beverages because of health concerns and stricter drink-driving laws. Also, the company was previously restricted from selling non-alcoholic beers in China because of regulations on added flavourings. Kirin Green’s Free is allowed because it contains no added artificial flavours or sweeteners.
Kirin Green’s Free first launched in Japan last year, part of a spate of innovations from Kirin targetting health-concious consumers. In January, the company unveiled new products including an amino acid bottled water and probiotic drinks containing a proprietary lactic acid. Both launches stem from Kirin’s purchase of a 30% stake in healthy-lifestyle partner FANCL in 2019.
The company is also using the coronavirus lockdown in Japan as the basis for the re-release of a non-alcoholic beer that claims to reduce body fat.
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