# Chilled Brewskis Beverage Manufacturer Kirin Introduces 'Ice Plus Beer' By Omar Yusuf | Published 2011-07-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ice-plus-beer References: [japantrends](http://www.japantrends.com/beer-on-the-rocks/) Any normal connoisseur of alcohol drinks would cringe at the thought of mixing beer with ice, but then again, most normal alcohol connoisseurs haven't tried [Kirin's](https://www.trendhunter.com/trends/kirin-jojo-shochu-soda) new drink 'Ice Plus Beer.' Explaining that the canned beer was designed specifically to be enjoyed with ice, Kirin launched a social marketing campaign which included "hidden advertisements" and viral tweeting. Why the extensive media campaign? Japan's food and beverage markets are considerably more volatile than any other; companies like [Pepsi](https://www.trendhunter.com/trends/pepsi-put-it-on-ice-bar) and Nestlé push new, season-specific drinks into shops every few months. As a seasonal drink, Ice Plus Beer likely won't see production beyond the fall. Yet, for the time being, the [ice-cold beer](https://www.trendhunter.com/trends/chilly-ones-beer) enjoys robust marketing support. In fact, Japanese drinkers are offered a discount on cups before leaving any store that sells Ice Plus Beer, so that they can savor the drink while walking! ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 41% | Activity: 78% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Seasonal Canned Beverages:** Creating new, season-specific canned beverages could be a disruptive innovation opportunity for companies in the food and beverage industry. - **Drink-specific Ice:** Developing ice products specifically designed to enhance the taste of a particular drink creates untapped potential for companies in the ice industry. - **Viral Social Media Campaigns:** Companies in any industry can take advantage of viral social media campaigns to build brand awareness and generate buzz around new products. ### Sectors Adopting This - **Food and Beverage:** Companies in the food and beverage industry can explore seasonal drinks as a way to keep up with the volatile Japanese market. - **Ice:** The creation of ice specifically designed to enhance the flavor of a particular drink creates opportunities for innovation in the ice industry. - **Marketing and Advertising:** Creating engaging social media marketing campaigns can benefit companies in any industry looking to build brand awareness and promote new products. ## Related on Trend Hunter - [Cooling Beer Cubes](https://www.trendhunter.com/trends/beercubes1.md) - [Icy Italian Beer Refreshments](https://www.trendhunter.com/trends/peroni-italian-beer-ice.md) - [Beer-Flavored Ice Pops](https://www.trendhunter.com/trends/coors-light-coorsicles.md) - [Star-Shaped Beer Ice Cubes](https://www.trendhunter.com/trends/beer-ice-cube.md) - [Japanese-Inspired Seltzer Launches](https://www.trendhunter.com/trends/unusual-your-usual-campaign.md) - [Beer Can Face Rollers](https://www.trendhunter.com/trends/chill-face-roller.md) - [Canned Sake Drinks](https://www.trendhunter.com/trends/sake-drinks.md) - [Alcoholic Cold-Brew Coffee Drinks](https://www.trendhunter.com/trends/cold-brew-coffee-beer.md) - [Beer-Infused Ice Cream Bars](https://www.trendhunter.com/trends/miller-high-life-ice-cream-dive-bars.md)