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.

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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.