Kirin Ichiban's Slogans & Taglines

Kirin Ichiban was launched in 1990 by Kirin Brewery Company (now Kirin Holdings), one of Japan's oldest and most prestigious breweries. The name Ichiban Shibori translates to "First Press," reflecting the brand's revolutionary brewing method: unlike conventional beers that blend first and second wort extractions, Kirin Ichiban uses only the first press of the wort, creating a richer, smoother flavour. The recipe employs 100% malt with 1.5 times more malt than ordinary beers, combined with a proprietary low-temperature filtration process that reduces harshness and unwanted bitterness.

The brand's core products are Japanese lager beers, including the flagship Kirin Ichiban Shibori, Kirin Ichiban (the international equivalent), Kirin Light, and seasonal variants such as 47 Todofuken no Ichiban Shibori. Brewed using traditional German-style techniques adapted for Japanese tastes, these products deliver a full-bodied malt character with a clean, refreshing finish.

At launch, the brand embraced the campaign tagline "You can't brew great beer if it's just your job," capturing Kirin's uncompromising commitment to craftsmanship. This philosophy has guided Kirin Ichiban from a bold 1990 innovation to one of Japan's most popular mass-market beers, embodying a fusion of heritage brewing expertise and relentless pursuit of taste.