Kirin Holdings unveils frozen beer froth capable of keeping pint of draft beer cold for at least 30 minutes, in order to help Japanese consumers stave off summer heat

Allison Oesterle

LOS ANGELES , June 5, 2012 (Industry Intelligence) – Japanese brewer Kirin Holdings has unveiled frozen beer froth that is capable of keeping a pint of draft beer cold for at least 30 minutes, in order to help Japanese consumers stave off the summer heat, Reuters reported June 5.

Consumers in both Europe and the United States are also interested in the froth, which is made entirely from beer, Kirin marketing brand manager Kunihiko Kadota said.

According to a survey by Kirin, on average it takes 22 minutes to drink a pint of beer.

Currently, Kirin has set up machines that are capable of making the frozen froth at more than 200 locations across Japan. Its goal is to set up 1,000 of these machines nationwide.

The frozen froth was prompted partially by Kirin’s interest in attracting younger consumers who are switching to cocktails and wine. These consumers are also more likely to take longer to finish their pint, Kadota added.

The primary source of this article is Reuters, London, England, on June 5, 2012.

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