Just when you thought the lemon-flavoured RTD market couldn’t get any hotter in Australia, Lion has entered the fray with a new Japanese export, Kirin Hyoketsu.
Lion’s parent company Kirin, the Japanese pioneer of canned vodka pre-mixed drinks, is releasing the highly anticipated Kirin Hyoketsu Lemon in Australia today.
Renowned as the number one pre-mix drink brand in Japan, Aussies will be among the first to try the drink, which blends vodka, soda and frozen natural lemon juice.
The release follows CUB’s Hard Solo selling out at bottle shops around the country, while Beam Suntory’s -196 Double Lemon is number one RTD to have launched in Australia the past five years.
Endeavour Group Managing Director and CEO Steve Donohue told investors last week during the company’s FY23 results briefing: “If you look at what’s going on in the premix RTD space at the moment, it is going faster and bigger than it ever has before, particularly in relation to lemon-flavoured beverages.”
Australia the first to try Japanese RTD
Lion said Australia had been chosen as the first country outside of Japan to receive the highly popular Kirin Hyoketsu due to the country’s love affair with Japan’s vibrant modern culture. Japan was our third most-visited overseas destination in April 2023.
Since launching in 2001, Kirin Hyoketsu has experienced phenomenal success in Japan, effectively revitalising the RTD category.
Lion said: “With Australia’s current appetite for all things Japan and RTDs, it is the ideal time to introduce a localised version of Kirin Hyoketsu so Aussies can experience first-hand what millions of Japanese already enjoy.”
The RTD balances 6% alcohol content, 0.3g of sugar and only 116 calories. Kirin Hyoketsu’s distinctive lemon juice is created using the innovative Hyoten Toketsu method, which freezes it to deliver a perfect blend of sweet and sour lemon notes with a clean, crisp flavour without any lingering aftertaste.
Kirin Hyoketsu will be available at Australian bottle stores from Monday, 21 August 2023 at RRP$ 21.99 for four and RRP$ 47.99 for 10.