Ryoma Takeuchi Becomes the New Messenger for Kinmugi Beer, a New Era Begins

Ryoma Takeuchi Takes on the Role of Kinmugi Messenger

In a major announcement, Suntory has appointed Ryoma Takeuchi as the brand new messenger for its popular Kinmugi beer line, particularly focusing on the soon-to-be-released Kinmugi (Hojuun). This marks a significant milestone for both the brand and Takeuchi, who will be featured in a new teaser commercial titled "At the Station" set to air nationwide starting September 30, 2026.

Suntory's Kinmugi has been a staple in the beer market since its debut in 2007, recognized for its approachable flavor and quality. With the recent changes in tax regulations affecting alcoholic beverages, Suntory is seizing the opportunity to relaunch Kinmugi as a full beer starting October 6, 2026, along with Kinmugi (sugar 75% off) on the same day. The new Kinmugi (Hojuun) will follow closely on October 13, 2026.

A Glimpse into the Teaser CM

The teaser CM, "At the Station," features a casual setting where Takeuchi waits for a friend at a train station. While on the phone, he humorously navigates the conversation about what drinks they should have, as he notices an advertisement announcing that "Kinmugi is becoming beer." This lighthearted scene encapsulates daily life and brings joy into the realization of beer becoming more accessible to everyone.
The CM blends an everyday scenario with the excitement of Kinmugi's transformation and is shot in a way that emphasizes authenticity, a core aspect that Takeuchi wanted to preserve throughout the project.

Suntory has a history of using beloved personalities in their Kinmugi campaigns, with previous messengers including Yuji Takeno and Kaho Koike. With Takeuchi withdrawing from the traditional advertising aesthetic, he aims to convey a more relatable experience that resonates with the audience.

The Role of Kinmugi's Brand Ambassador

Alongside Takeuchi, the original Kinmugi messenger, Rei Dan, has been brought on as an ambassador for the campaign. They will appear together with previous brand ambassadors in a recap teaser titled "Around the Town." This compilation aims to highlight the natural interplay of five unique characters encountering daily life, unlocking moments of joy brought forth by Kinmugi.

Insight from Takeuchi

In a recent interview, Takeuchi expressed his excitement about being cast in the Kinmugi commercial. He stated, "I was thrilled to be selected as a messenger for Kinmugi. It's an honor to introduce a beloved brand like this while navigating the emotions and excitement that come with it. This campaign aims to enhance the enjoyment of everyday meals and time spent at home."
Being chosen as the face of Kinmugi (Hojuun) brings a fresh sense of purpose to Takeuchi, as he aims to connect audiences with the essence of enjoyable drinking experiences in daily life.

What's New with Kinmugi

With the shift to a beer production method, Suntory is pushing Kinmugi to become synonymous with quality and satisfaction without breaking the bank. Increasing the malt percentage marks a strategic move towards crafting a richer flavor profile, while still maintaining its signature smooth aftertaste. This ambitious endeavor is expected to invigorate the daily drinking market, as Suntory seeks to revitalize the beer market overall.

Takeuchi looks forward to communicating the delicate balance of satisfaction and enjoyment to the consumers, ensuring that Kinmugi remains a top choice for casual drinking occasions.

Conclusion

As Kinmugi embarks on this exciting journey into a new realm of beer production, Ryoma Takeuchi stands as a relatable and refreshing face to introduce these changes. With the upcoming promotional efforts, both Takeuchi and Suntory aim to create a delightful experience for consumers, making beer an integral part of beautiful everyday moments. Keep an eye out for the new teasers and learn more about the reimagined Kinmugi - a beer that truly caters to everyone’s palate.