Frozen draft beer in demand
A new frozen draft lager has become popular in Japan, just as the UK enjoys balmy spring temperatures.
But UK patrons will have to wait to have a frozen lager as the Kirin Brewery Co only launched the beer – with frozen foam – at restaurants in the Tokyo metropolitan area this March.
Called “Ichiban Shibori Frozen Draft,” the beer is a standard Kirin Ichiban Shibori draft beer topped with frozen beer foam.
The foam is made using a unique method developed by the company called “Frozen Agitation,” a process where air is blown into the beer as it is continuously stirred and chilled.
The foam is served at -5℃ and is said to have a “cool and refreshing” texture. The company hopes to boost sales by offering customers a new way of drinking beer.
In addition to a smooth taste, the frozen foam also acts as a lid, keeping the beer cool for up to 30 minutes.
While the initial March launch was limited to Tokyo, the beer will be gradually introduced to restaurants across Japan starting in mid-May, and Kirin hopes to have installed the specialized “Frozen Server” machine needed to make the foam at 1000 restaurants in Asia by the end of the year.
Expansion into European and American markets is planned next.
“We want young consumers to enjoy drinking beer in a new way,” said Koichi Matsuzawa, president of Kirin Brewery.