Kirin Hyoketsu Strawberry arrives from Japan to meet flavour demands of younger drinkers
The latest flavour from the Kirin Hyoketsu range is set to deliver on what Aussie drinkers are looking for.
What you need to know
Kirin Hyoketsu has introduced a Strawberry flavour to the Australian market.
- The bold flavour choice caters to the 55% of Aussie RTD drinkers who are seeking a strawberry option.
The Australian market has become a stomping ground for Japanese-inspired innovation which is evident in the popularity of Japanese RTDs
Strawberry in a vodka soda? The wait is over. Kirin Hyoketsu, a leader in the globally influential Japanese ‘Chu-hi’ style RTD, has officially launched Kirin Hyoketsu Strawberry. This tasty launch arrives as the RTD market continues to evolve, driven by a resurgence in male participation and a deep craving for the refined innovation of Japanese drinking culture.
Made from vodka, soda and natural strawberry juice, the new 6% ABV RTD boasts a fresh flavour that delivers a perfect blend of juicy, sun-ripened strawberry notes with a subtle tartness that keeps it refreshingly light, without any lingering aftertaste. While lemon and citrus flavoured RTDs continue to dominate shelf space, Kirin Hyoketsu is adding a bold new flavour choice to its range to meet the 55 percent of Aussie RTD drinkers who are seeking a strawberry option*.
Delivering authentic and delicious Japanese flavour, Kirin Hyoketsu Strawberry is light on everything else, with 117 calories and less than 1g of sugar per can.
The Australian market has become a stomping ground for Japanese-inspired innovation which is evident in the popularity of Japanese Chu-hi RTDs among young drinkers. While RTDs were once seen as a female-dominated category, IWSR data** shows a significant bounce back in male buyers with men emerging as the category’s most resilient and frequent consumers as 52 percent of male RTD buyers now consume the category at least once a week.
"Japanese influence is massive in Australia right now, with drinkers increasingly gravitating towards cleaner, more refreshing flavour profiles. Australians don't have to compromise anymore. We are reaching for RTDs that deliver bold delicious flavour, lower calories and a lighter drinking experience. By using our unique freezing technology, we’ve bottled a true, sun-ripened strawberry taste that is exactly the fresh, exciting choice drinkers have been calling for.”
Albertus Lombard, Brand Director – RTD at LION
The data also cements that Gen-Z and Millennials continue to lead the charge in this category, accounting for over two-thirds of RTD purchases. GenZennials are big on fruit flavour with tropical, citrus, summer and forest/red fruits listed as the top RTD preferences.
Kevin Vu Ha, Director at Vu Ha Hospitality and Japanese-inspired bar owner at Nomu Bar adds: “In my years of research into Japanese drinking culture, I’ve seen firsthand how the Japanese Chu-hi culture has graduated from a niche interest to a mainstream obsession. Australians, especially a new generation of male drinkers, are drawn to the precision and dryness of Japanese serves. They want drinks that are sessionable and sophisticated without the sugar-heavy aftertaste. Kirin Hyoketsu Strawberry brings that authentic Tokyo highball experience from the bar directly into the Aussie esky.”
Whether it’s the new go-to for a spontaneous social gathering or the first pick for a long weekend, one thing’s clear: strawberry is ready to be Australia’s new favourite taste.
Kirin Hyoketsu Strawberry is available now at $26.99 RRP for a 4-pack of 330ml cans at leading liquor retailers nationwide in-store and online.
For more information on Kirin Hyoketsu and its drink offerings, please visit www.kirinhyoketsu.com.au
References:
*IRI TDM RTD database MAT to Jan 26
**IWSR RTDs Strategic Study 2025