InsideJapan News Network

Kirin Breweries is to buck the market trend by releasing a new, stronger beer on to the market.

While some brewers have been targeting a wider customer base with low-alcohol versions of their beverages, the Japanese company is focusing on a particular demographic with its seven per cent concoction.

Called Strong Seven, the new brew will be aimed at men aged between 30 and 50 and is set to arrive in Japanese fridges from October 22nd.

According to Mainichi, the success of Kirin's alcohol-content shochu liquor-based drink this year persuaded the firm to produce a low-cost, high-alcohol variety.

Kirin is one of the leading beer brands in Japan, along with Asahi, Sapporo and Suntory.

The United Nations of Beer advises visitors to Japan in search of a beer to never send a beer back for refilling - two-thirds beer to one-third head is commonly deemed to be a well-poured drink.