Refreshing time for beer


JAPANESE beer brand Kirin Ichiban is sporting new-look packaging, designed to accentuate the beer’s premium positioning.

The new design, which is being rolled out across the UK’s on and off-trade, also emphasises the beer’s first press brewing method with a clearer description on its importance to the beer’s taste.

John Clements, head of commercial marketing at the brand’s UK distributor Marston’s, said the new bottles will make the beer “pop out” from back-bar fridges.