Since 2004, small-scale brewing gradually increased sales in Japan.

People are now enjoying their craft beers, not in the traditional Japanese “izakaya” style, but at brewery pubs or small gatherings.

Kirin Beer released their renewed original craft beer brand, “GRAND KIRIN JPL and IPA”. We have been working in different ways for the craft beer culture to take root in Japan.

However, only 40% of Japan’s population have seen or heard of craft beer, and 60% does not recognize its fascination. So GRAND KIRIN began an exciting new attempt for many people to learn and experience the new and creative craft beer culture.

In line with the launch of KIRIN's craft beer brand, GRAND KIRIN on March 28, 2017,

We released the Grand Kirin "FIND YOUR STYLE" project.

The concept is "a craft beer experience to taste with a smartphone."

Communication target is a young person in their 20s to 30s.

In order to reach them, we created "the interactive beer experience" specialized for browsing on a smartphone, because their smartphone holding rate is exceeding 80%.

Also, the target have high interest in hipster culture.

So we have asked "Cero", a popular music group among young hipsters to create an original new song, with lyrics singing a day scenery with craft beer, and arranged into two versions featuring the two tastes of GRAND KIRIN JAPAN PALE LAGER and INDIA PALE ALE.

As an official music video of these two songs, we produced two films with different story: one which enjoys craft beer while a relaxing with a loved ones, and another with friends having fun.

There are also various elements of craft beer culture in the image, which can be the entrances of 13 different types of interactive contents to expand by tapping the screen.

As it is hard to express different attractiveness and knowledge of craft beer by static contents with only pictures and letters, these contents are designed to enable to experience more craft beer, by richer and more interactive gadgets drawing out the mechanical properties of smartphone devices.

On the other hand, this site are all made with web applications so that more users can experience it just with the mobile browser.

This is our attempt to update and enrich the browsing experience of smartphone sites.