#Japan #Tokyo #Kirin Beer #AutoBacs #ABDi

Campaign Overview

In an influential initiative aimed at promoting responsible driving, Autobacs Digital Initiative (ABDi), in collaboration with Kirin Beer, has rolled out a month-long campaign from August 1 to August 31, 2026, across 148 Autobacs locations in 13 prefectures. The campaign's primary goal is to raise awareness about the dangers of drunk driving while encouraging consumers to make the conscious choice to refrain from alcoholic beverages when behind the wheel.

During this period, approximately 300,000 non-alcoholic beer beverages will be distributed to customers visiting the participating Autobacs stores. This initiative not only seeks to promote a healthier lifestyle but also intends to reinforce the idea that choosing not to drink while driving should be an accepted norm.

Rationale Behind the Campaign

The necessity for a collective effort to eliminate drunk driving cannot be overstated. While adherence to laws is crucial, instilling a culture where individuals routinely opt for non-alcoholic alternatives when driving is equally important. Despite increasing options in the non-alcoholic segment, opportunities for consumers to sample these alternatives remain scarce. Thus, ABDi sees the vibrant foot traffic in Autobacs stores as an invaluable opportunity to expose customers to the appealing flavors of non-alcoholic beverages, thereby encouraging responsible choices.

Details of the Initiative

As part of the campaign, customers who visit selected Autobacs stores are welcomed with a complimentary sample of Kirin’s “Kirin Honkaku Jozō Non-Alcohol Lager Zero.” Timed with the busy summer outing season, the initiative aims to reinforce the message that drivers can enjoy the delicious taste of non-alcoholic beverages, promoting a positive and proactive stance on not consuming alcohol while driving.



The campaign features not only product sampling but also eye-catching posters positioned throughout the stores encouraging patrons to consider the consequences of drunk driving.

Employee Engagement and Training

A significant aspect of the campaign is engaging Autobacs employees and store staff through training sessions and workshops. Recently, on July 16, 2026, a specially organized workshop was held in collaboration with Kirin Beer for the employees and staff of the Autobacs group. The session facilitated a deeper understanding of alcohol metabolism and highlighted the importance of responsible drinking and maintaining focus on safety while driving. This training also included quizzes aimed at deepening employees' understanding of the campaign's objectives and solidifying their role in advocating against drunk driving.

About ABDi's Retail Media Business

ABDi's retail media division leverages its network of Autobacs stores to create valuable interactions between brands and consumers. By providing information and experiences that resonate with customers' daily lives, ABDi strives to develop communication avenues that yield beneficial experiences for customers. The latest campaign exemplifies their commitment to this mission.

Company Background

Kirin Beer Co., Ltd.

• - Headquarters: 4 Chome-10-2 Nakano, Nakano City, Tokyo 164-0001, Japan
• - Website: Kirin Holdings

Autobacs Digital Initiative (ABDi)

• - Headquarters: 5 Chome-6-52 Toyosu, Koto City, Tokyo 135-0061, Japan
• - Website: ABDi

For inquiries regarding this campaign, please contact:

• - ABDi Campaign Representative: Nishide
• - Press Inquiries: Asami, TEL: 03-6221-7010

The campaign underscores the significant role of both institutions in promoting safer driving practices and reducing the incidence of drunk driving through responsible choices.