Japan’s Kirin Holdings has unveiled its ready-to-drink (RTD) brand, Hyoketsu, in the US market.
Starting today, March 2nd, this vodka seltzer will be available in locations such as Hawaii, Tampa in Florida, and The Japan Pavilion at Epcot theme park.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Kirin has stated that the RTDs were designed with American consumers in mind.
The product will be launched in the US with two appealing flavors: strawberry and pineapple, which are favorites among US consumers.
The US alcoholic beverage segment led by Kirin’s New Belgium Brewing will produce the Hyoketsu RTDs at its Daleville brewery in Virginia.
With local production and sales in the US, Kirin aims to provide refreshing fruit flavor in a convenient format while developing Hyoketsu into a scalable global brand.
When inquired about securing retailer or on-trade contracts in the US, Kirin indicated that no specific partnerships have been publicly disclosed yet.
This limited release in Florida and Hawaii is primarily to assess consumer reaction and market positioning before considering broader distribution or further partnerships.
Kirin believes the brand has potential in the US market as the RTD sector is transitioning from hard seltzers to spirit-based options, thereby creating opportunities for vodka-based products like Hyoketsu.
Hyoketsu aims to distinguish itself with a fruit-forward profile, highlighting its “real fruit” characteristics and a crisp taste that sets it apart from overly sweet RTDs.
The drink’s formulation has been adjusted for the US market, featuring changes in sweetness and a higher alcohol content of 5.8% ABV.
Since its introduction in 2001, Hyoketsu has risen to prominence as one of Japan’s leading RTD labels, with cumulative sales reaching approximately 15 billion units on a 350ml-equivalent basis by December 31, 2025.
This launch follows a recent initiative by another Japanese brewer, Asahi Group Holdings, who introduced their RTD brand Zeitaku Shibori in the US.
The vodka-based drink, which comprises 10% fruit juice, is available in lemon and peach flavors, produced at Asahi’s Octopi facility in Wisconsin, with initial sales in major cities like Los Angeles, New York, and Miami.
Key Takeaways
- Kirin Holdings has launched the Hyoketsu RTD brand in the US.
- The product will be available in strawberry and pineapple flavors.
- Hyoketsu RTDs will be produced at New Belgium Brewing’s facility in Virginia.
- The brand targets the growing spirit-based RTD market in the US.
- Initial availability is limited to Hawaii and Tampa for consumer feedback.
- The drink features a higher alcohol content of 5.8% ABV.
FAQ
What is Hyoketsu?
Hyoketsu is a ready-to-drink vodka seltzer brand introduced by Kirin Holdings in the US market.
Where can I buy Hyoketsu?
Hyoketsu will initially be available in select locations in Hawaii, Tampa, and The Japan Pavilion at Epcot.
What flavors does Hyoketsu offer?
The brand launches with strawberry and pineapple flavors, popular among American consumers.
Who produces Hyoketsu in the US?
Kirin’s Hyoketsu RTDs are being produced at New Belgium Brewing’s Daleville brewery in Virginia.
What is the alcohol content of Hyoketsu?
Hyoketsu has an alcohol by volume (ABV) of 5.8%.
