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Kirin USA introduces "Ichiban" beer.

Kirin USA introduces "Ichiban" beer

Kirin USA is rolling out a major new product this spring -- Kirin Ichiban.

A "uniquely smooth, refreshing beer, it is brewed from the first |press' in the brewing process, which sets it apart from other beers, according to the importer. During an ordinary brew, grains are strained twice, then the resulting liquid is blended together, a Kirin spokesperon explained.

In 1990, Ichiban, which means "Number 1" in Japanese, was one of the top-selling new beer products in Japan, notching a record first-year volume of 35 million cases.

Prior to this rollout, an early shipment of 75,000 cases of the brew was sent to New York, Los Angeles and San Francisco.

"Sales of Kirin Ichiban in the U.S. are doing much better than expected," noted John Gomatos, vice president of sales, Kirin USA. "We are hoping that Kirin Ichiban continues to surprise us and that we share in the same amazing success that it is having in Japan."

Ichiban will be shipped in 21.4-oz. bottles to Illinois, Massachusetts, Connecticut, Washington, D.C., Georgia, Washington, and Texas, Gomatos explained.

PHOTO : KIRIN ICHIBAN, a product brewed from the first "press" during the brewing process, is the hottest-selling beer in Japan, according to its importer, Kirin USA.
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Title Annotation:Kirin Ichiban beer
Publication:Modern Brewery Age
Date:May 6, 1991
Words:211
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