Kirin Mugi no Gochiso

With the bad economic times cutting into people's disposable income, so Japanese businessmen are - shockingly - eating and drinking more often at home. This offering from Kirin tries to play into this trend by promoting a beer which is good with meals. The English copy on the can pretty much tells it all "For your happy home. A delicious, malty brew brings smiles to your table." The Japanese product name 麦のごちそう translates loosely as "taking a meal with barley". It is also notable that even in English this is not called a beer, but instead a brew. That is because it is what I tend to call a 3rd category beer, which is no legally beer in Japan and is thus subject to a much reduced tax rate.


Photo is a web capture for explanatory purposes, copyright belongs to the company.

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