Oct 25

The Kirin Promise

Posted by Packaging Sense in Bottles | Uncategorized

Until recently, I held the American Budweiser label as the best front label text in the beer category, in fact in the whole food and drink world. We all know that it states the following: “This is the famous Budweiser beer. We know of no brand produced by any other brewer which costs so much to brew and age. Our exclusive Beechwood Aging produces a taste, a smoothness and a drinkability you will find in no other beer at any price.” Also the temporary rebranding to “America” has some quite exciting words worth reading.

However, when analysing the Japanese Kirin Ichiban label which is as much of a masterpiece as S. Pellegrino, I discovered great English communication. I obviously cannot understand the smaller Japanese text. By the way, for those who do not know it already, the Japanese consumers prefer by far French or English texts, giving them the idea that it is a superior product. ‘The grass is always greener on the other side…”

Using loaded words as prime, purest, 100%, premium, etc., this beer must be good and indeed it is!

Today, we highlight the icon more than the brand. The Kirin, a legendary mythological Chinese creature that portends good luck, certainly helps to render this label unique and timeless.

For more information, I suggest you visit the Kirin Ichiban website.

LW/October 2016

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