#Japan #Tokyo #Zero Sugar #Kirin Ichiban #Sauna Ikitai

Kirin Brewery Unveils New Campaign Featuring Zero Sugar Beer

Kirin Brewery has announced a new web commercial titled "Father's Inner Struggle" featuring actors Etsushi Toyokawa and Ayami Nakajo, set to debut on May 25, 2026. This innovative campaign showcases the joys of drinking Kirin Ichiban Shibori Zero Sugar beer after a refreshing sauna session. The web commercial will be available on both Kirin's official YouTube channel and brand website.

In collaboration with Japan’s largest sauna search site, Sauna Ikitai, Kirin aims to enhance the experience of enjoying a beer after a sauna. The campaign, called "I Want to Drink Beer Too", launches simultaneously on May 25. Participants can enter for a chance to win exclusive merchandise, including original T-shirts and water bottles, as part of the social media campaign on Twitter. Additionally, users of the Sauna Ikitai app can win cases of Kirin Ichiban Shibori Zero Sugar beer and special stickers each month.

The new web commercial features a lighthearted conversation between the stubborn father, portrayed by Toyokawa, and his trendy daughter, Nakajo. As the story unfolds, the father struggles with the temptation of enjoying a beer after an invigorating sauna session. The ad effectively conveys the message that sweetness and deliciousness can go hand in hand without added sugar, aligning perfectly with the brand's values.

The opening of the commercial shows Toyokawa's character sweating in the sauna while overhearing a conversation that piques his curiosity about unwinding with a drink afterward. After leaving the sauna, he encounters his daughter wearing a limited-edition shirt from the partnership with Sauna Ikitai. As they discuss his struggle with craving a beer, Nakajo hints that the real battle is not with the beer itself but rather with the sugar content.

In a twist of fate, Nakajo presents her father with a glass of Kirin Ichiban Shibori Zero Sugar beer, delighting him with the realization that the best option is indeed a delicious sugar-free beer. The commercial highlights the father and daughter’s genuine interactions, culminating in a joyful moment where they both enjoy the refreshing drink together. This ad emphasizes the relaxing and satisfactory feeling of returning to a cold beer after a sauna session.

Campaign Overview

Kirin’s "I Want to Drink Beer Too" campaign celebrates the exhilaration of finishing a sauna, presenting a guilt-free way to enjoy a delicious beer. With an emphasis on engaging audiences through social media, the campaign invites participants to share their sauna experiences and enter for prizes.

Social Media Campaign

Hashtag: #IWantToDrinkBeer
Period: May 25 – June 30, 2026
How to Enter: 1. Follow Kirin's official account on X (Twitter) @ichiban_KIRIN
2. Retweet the campaign post with your preferred prize hashtag!

Sauna Ikitai Partnership

This partnership aims to promote the joy of having a beer after a sauna session, encouraging participants to take a moment to hydrate and enjoy the satisfaction of a well-deserved drink. The collaboration highlights how perfect moments can be shared and enhanced when celebrating life’s small victories—like enjoying a cold, refreshing beer!

Kirin Ichiban Shibori Zero Sugar beer represents a commitment to crafting great-tasting beverages without compromising health. Being the first beer in Japan to achieve zero sugar, Kirin challenges perceptions while inviting consumers to enjoy their drinks fully. The brand hopes to enrich the heart and body, contributing to people’s well-being with a delicious choice after the sauna.

Additional Information about Kirin Ichiban Shibori Zero Sugar

• - Product Name: Kirin Ichiban Shibori Zero Sugar
• - Released in: Nationwide
• - Container Sizes: 350ml and 500ml cans
• - Alcohol Content: 5%

With its innovative marketing strategy and enticing offerings, Kirin Brewery is set to create memorable experiences where the enjoyment of saunas and delicious beer intertwine. Mark your calendars for May 25, 2026, to jump into this refreshing new campaign!