Kirin Frozen Ichiban Shibori Beer - Very Interesting

Kirin is advertising a new summer beer concept using its best selling beer - Kirin Ichiban Shibori (キリン一番搾り). It is called frozen beer, but is actually a patented process where the beer foam is frozen and then used to top the beer as if it were soft ice cream. They claim it provides a new mouth feel and keeps the beer cold for 30 minutes. They are conducting a campaign to giveaway special units to prepare to beer at home and they are setting up special Frozen Gardens in major cities where the frozen beer can be found.

Not sure how successful it will be, but probably one of the most interesting ideas of the year.

http://www.kirin.co.jp/brands/IS/campaign4/index.html

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