Why Kirin Ichiban is taking its beer beyond the bar

Kirin Ichiban wants consumers to understand why its beer is different. But instead of telling them, it is asking them to experience it.

The Japanese beer brand has turned its signature First Press brewing method into "First Press Studio", an 11-day pop-up in Singapore that brings together art, craftsmanship, workshops and beer tasting.

Running from 27 August to 6 September at Swee Lee Clarke Quay, the experience is an attempt to take a brewing proposition that can sound technical on paper and give it a more tangible expression.

That approach taps into a growing consumer interest in understanding the craft and philosophy behind the products they choose, said Kirin Ichiban marketing manager Gemma Goh.

"First Press Studio was created to make this philosophy tangible," Goh said. "We wanted visitors to move beyond simply knowing that Kirin Ichiban uses only the first press of the malt, and instead experience what this commitment to quality means through sight, touch, taste and craftsmanship."

Don't miss: Carlsberg creates retro streets and vibes with Jalan Carlsberg 

Making craftsmanship tangible

One of the clearest expressions of this is the First Press Collective, which brings three Singapore-based artisans into the story. Sign painter Charmaine Chen, metalworker Matthias Yong and food artist Gong Hua have each interpreted the First Press philosophy through their own disciplines, using their work to explore the ideas of precision, patience and craftsmanship that Kirin associates with its brewing method.

Chen, for example, hand-pressed gold leaf into her piece, while Gong Hua created handcrafted washi paper pressed with malt. Yong pressed sheet metal to form the Kirin mythical creature. In doing so, Kirin is taking a process that happens inside a brewery and finding physical parallels for it outside one.

The three disciplines were chosen for their "distinct approaches to craft", while sharing a common dedication to detail and the pursuit of quality.

"Collaborating with Singapore-based artisans allowed us to ground the First Press philosophy in a local creative context, while showcasing how the same values of precision, patience and craftsmanship can be expressed across different disciplines," said Goh.

For Kirin, bringing in Singapore-based artisans was also a way to give its Japanese heritage a local expression.

From craft to consumer experience

The brand's approach to Japanese craftsmanship is ultimately tied back to its broader quality positioning. According to Goh, Kirin's guiding philosophy for more than a century has been to "start with quality, end with quality", with the First Press Method serving as a key point of differentiation for Kirin Ichiban.

"While other brewers blend in the second and third press of malt, Kirin Ichiban uses only the first," Goh explained. "The single minded commitment to quality over yield is what defines the brand's character and what drives everything we do in Singapore."

The decision to stage the experience at Swee Lee Clarke Quay extends that idea beyond the programming itself. Rather than placing the activation in a conventional bar or retail environment, Kirin has taken over a space associated with music and creativity. The brand sees a parallel between the precision, patience and passion involved in music and those underpinning its First Press philosophy.

The experience then leads consumers back to the product. Through The Ichiban pour experience, visitors can learn about the First Press Method before receiving a freshly poured glass of Kirin Ichiban. They can also create a personalised Kirin good fortune charm inspired by the Kirin, a traditional symbol of joy and prosperity.

There is a more hands-on option too. Paid 60-minute workshops cost SG$15 per person, with the Kumiko coaster making workshop running from 28 to 30 August and the Shibori bandana experience from 4 to 6 September.

An Oishii pairing menu, meanwhile, offers three pasta dishes curated to pair with Kirin Ichiban.

For Kirin, however, the point of the experience is not simply to get consumers to try the beer. Beyond footfall, Goh said the brand will look at "the quality of engagement and, more importantly, the brand impact created", including how visitors interact with the installations and experiences and whether they leave with a stronger understanding of the First Press Method and its connection to Kirin Ichiban.

Social engagement and content generated around the activation will also be tracked. "Ultimately, the goal is strengthening awareness, appreciation and association of the First Press Method specifically with Kirin Ichiban," Goh said.

In other words, Kirin is not just trying to make consumers remember a pop-up. It wants them to remember what "First Press" means, and more importantly, who it belongs to.

Related articles:    
Why HEINZ and Heineken’s unlikely pairing makes perfect sense  
Guinness revives ‘The world’s cup’ amid global football fever
Carlsberg hands the mic to East Malaysia in Harvest Festival film trilogy