Frozed beer – Japan

Following my last post about Japanese Umboshi which attracted a huge amount of interest here is another similar story but this time about a beverage.

As many in Japan will struggle to deal with the humid summer heat, and the current lack of nuclear power has many concerned about power outages during peak electricity usage times, beer brewer Kirin is introducing a new frosty treat to keep drinkers cool. What seems like just a normal pint of draft beer is actually ice-chilled and topped with a frozen head of foam. By using a machine similar to those used for frozen yogurt, the beer’s froth is frozen into what looks like a scoop of soft vanilla ice cream.

The technique requires no ice or water, and the froth is still made from 100% beer. While a recent Kirin survey found that it takes the average drinker 22 minutes to finish a pint, the frozen head keeps the beer cold for a least 30 minutes, meaning there’s no rush to gulp down your frosty brew. Not only that, but the beer remains chilled even when temperatures rise up to 40 degrees Celsius (104 Fahrenheit)!

Kunihiko Kadota, the marketing brand manager for Kirin’s “frozen draft” campaign, says that they initially expected people wouldn’t take more than five minutes to finish a pint. They found that women and younger drinkers don’t drink nearly that fast, and the frozen foam is appealing to them because the beer doesn’t get warm as they’re finishing their beverage. The new frozen draft is already available at over 200 locations in Japan, and Kirin is currently preparing to have machines set up in more than 1,000 restaurants.