New Belgium Brewing, the Kirin Group company leading its U.S. alcoholic beverage business, will launch two original flavors - KIRIN HYOKETSU STRAWBERRY and KIRIN HYOKETSU PINEAPPLE – under the KIRIN HYOKETSU (HYOKETSU) brand, manufactured and sold by Kirin Brewery Company, Limited (Kirin Brewery). The ready to drink cocktail will be available in Hawaii, Tampa, FL, and The Japan Pavilion at EPCOT theme park, operated by Mitsukoshi (U.S.A.), on March 2.
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KIRIN HYOKETSU STRAWBERRY and KIRIN HYOKETSU PINEAPPLE
Created with American consumers in mind, the new flavors bring HYOKETSU’s signature crisp, fruit-forward taste to two key U.S. markets. Produced and sold locally in the U.S., the beverages deliver fresh fruit flavor in a convenient, easy-to-enjoy format.
The U.S. is the world’s largest ready-to-drink (RTD) market, accounting for approximately half of the global market*1. Fruit-forward flavors and convenience continue to make RTDs one of the fastest-growing segments in the category.
*1 |
IWSR (2024) |
Since its launch in 2001, HYOKETSU has become one of Japan’s leading RTD brands, known for its crisp, fruit-forward profile. In Japan, the brand has sold a cumulative total of approximately 15 billion units*2, reflecting long-term consumer demand and brand strength.
*2 |
350ml equivalent basis, as of December 31, 2025. |
Through local manufacturing and sales in the U.S., Kirin Brewery seeks to deliver fresh fruit flavor in a convenient format while building HYOKETSU as a scalable global brand.
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Product Details
Product
- Strawberry and Pineapple, two flavors popular with U.S. consumers were selected for the launch.
- Designed for American tastes, the RTDs deliver HYOKETSU’s signature fruit-forward profile, with fresh fruit flavor and a light, easy-to-drink finish.
Package Design
- Packaging features HYOKETSU’s signature blue and silver color palette, signaling freshness and fruit character.
- The “KIRIN” and HYOKETSU brand names are clearly displayed, while the “CHU-HI” description references the product’s Japanese roots.
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About Kirin Holdings
Kirin Holdings Company, Limited is a global company operating across three core business domains spanning Alcoholic Beverages, Non-alcoholic Beverages & Health Science, and Pharmaceuticals. The company traces its roots to Japan Brewery, established in 1885, which later became Kirin Brewery in 1907. Since then, Kirin has expanded its business operations by leveraging fermentation and biotechnology as core strengths. The company entered the pharmaceutical field in the 1980s, which has since grown into a global business. In 2007, the company transitioned to a pure holding company structure as Kirin Holdings, and it is now strengthening its Non-alcoholic Beverages & Health Science domain.
Under its long-term vision “Innovate2035!”, the Kirin Group is focused on creating value that encourage behavioral change among consumers and patients, creating new lifestyle habits in the areas of food and health. With a unique business portfolio spanning Alcoholic Beverages, Non-alcoholic Beverages & Health Science, and Pharmaceuticals, the Group will further expand group-wide initiatives that support both mental and physical well-being.
The Kirin Group will continue to advance innovation through the combined strength of its people and technology, creating both social and economic value as a global leader in CSV*, while pursuing sustainable, long-term growth in corporate value.
*Creating Shared Value: combined added value for consumers as well as for society at large.
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