The summer heat wave and the passion of the European Cup are intertwined, and the wonderful football matches are staged on the green field, and the European Cup has once again ignited the fire in the hearts of countless fans. In this passionate season, a refreshing beer and a pair of close friends are undoubtedly the best companions to watch the game.
Fans gather at the bar to cheer on their beloved team. For 90 minutes, every minute is full of uncertainties, and when the players are fighting the pitch, our hearts beat to the rhythm of the game. In this tense and exciting moment, the coolness of a sip of Kirin beer can instantly relieve tension and make us more engaged in enjoying this football feast. Every cheer is accompanied by a splash of beer foam, and the enthusiasm is perfectly integrated with the beer.
Beer with football, meet at the European Cup
Source: UEFA official
As one of the world's top 10 beer brands, Kirin Beer has become a frequent visitor to the European Cup with its excellent quality and unique taste. You may be wondering, how did such an all-you-can-drink beer come about? The story behind it is just as exciting.
Toru Wada, an employee who has been with Kirin Beer for 12 years, tells us that success doesn't just belong to the top KPIs. Although he was once a seemingly "failed" employee, his innovative thinking and love for beer led him to create the popular product "Kirin Zero Alcohol Beer", with cumulative sales of 9 trillion yen for many of the brand's products, helping Kirin Beer to rank among the top 10 in the world.
The initial slogan was "Zero-alcohol beer", but it didn't make much of a splash. It wasn't until Toru Wada realized that it was not enough to rely solely on product features for promotion, and he began to explore how to connect it with the needs and emotions of consumers.
Through in-depth market analysis and consumer psychology research, Toru Wada found that "safety" is a common concern of consumers, especially when it comes to driving safety. As a result, the advertising slogan was changed to "no more drunk driving" when it was finally released, which immediately hit the psychology of customers and resonated with them, which eventually led to Kirin Beer becoming a big hit.
There is a strategy for winning the championship, and there is a secret to creating a hit
In the world of beer, there are brands that have become legends in people's hearts with their unique flavors and history. Kirin beer is not only about the craftsmanship of brewing, but also about the spirit of innovation and the legend of unremitting pursuit.
"Building a Trump Card: The Explosive Thinking of Kirin Beer"
Author: [Day] Toru Wada
Publisher: China Science and Technology Press
"Building the Ace: Kirin Beer's Explosive Thinking" – A book that reveals the secrets of success: This book not only documents the development of Kirin Beer, but also delves into the innovative philosophy and marketing strategy behind the brand. It tells us that the birth of every popular product is not accidental, but the inevitable result of countless attempts and failures.
With his unique perspective and thinking, Toru Wada has subverted the traditional beer market. And the success of Kirin beer is not only reflected in the sales figures, but also in how it has become a part of people's lives.
It not only meets the needs of consumers, but also leads the trend of the market. Whether it's at the European Championship or at a family gathering, Kirin beer is the bond that connects people's emotions and is the perfect companion for happy moments.
Want to know more about the legend of Kirin Beer? Open "Building Aces: Kirin Beer's Explosive Thinking" to learn more about how a beer brand can create products that make the world crazy through innovation and persistence.
Image source network
About the Author
Toru Wada is the founder (former president) of Haruhaya Brewery and a former senior researcher at Kirin Beer Co., Ltd.
He presided over the development of Kirin Beer Co., Ltd.'s first sparkling liquor, "Kirin Danli (draft beer)", which became an unprecedented hot-selling product, and later developed "Kirin Premixed Cocktail Icing" and the world's first completely non-alcoholic beer "Kirin Zero Alcohol Beer". In 2011, he founded the company's in-house innovative project "Spring Valley Brewery" to reshape the craft beer market, and in the same year he became CEO of Spring Valley Brewery.
After retiring from Kirin Beer Co., Ltd., he graduated from the NPO policy training school "Ilshin Juku" in 2020. Now I work as a product development consultant by leveraging my insights into market creation and innovation – the original innovation of "0→1 (from 0 to 1)" – the original innovation. "For the Planet Inc." is established. company, as CEO. Actively plan and build a new platform to achieve "world peace" and global environmental protection, create a better future, and realize the mission of life.
How to Catch "Accidental Inspiration"
It is not easy to connect the "blueprint for the future" that depicts big dreams and the "reality" under your feet.
To create something new that didn't exist before and didn't come up with it, you need unique ideas that can make a huge leap forward.
However, good ideas don't come easily. I'm not a genius creator myself, and inspiration and ideas don't flow endlessly. Because of this, I use various methods to accumulate ideas and find inspiration for product development in my daily work, and I am such a "hard-working" creator.
Here, I would like to share with you the "know-how to find and propose solutions" that I have practiced and that everyone can easily do.
To put it simply, it is to improve thinking ability through the interaction of the following three elements.
At the top of the list is "the amount of information obtained". No matter what information you get, if your mind is empty, you can't think of anything. The ideal is to have as much information as possible and to cover as many aspects as possible. While the quality of the information is also important, the first step is to ensure that the amount of information is sufficient. The most important of these three elements is the "absolute total" of information obtained.
In second place is "Passion for Ideas and Future Visions". Some people may say: why talk about "enthusiasm" again! However, if you want to be at ease, you must not ignore your passion.
It is because of perseverance in thinking about one, "Is there a better idea?" I want to innovate a little more!" will suddenly open up and find good ideas.
In third place is the "ability to seize inspiration". If you see the same stone, do you think it's just an ordinary stone, or do you think it might be a precious ore and get into thinking? Different minds lead to different endings to the story. Whether or not the person can discover and make full use of the value of things depends entirely on whether the person can think more and ask questions, whether he can obtain information keenly, whether he has the knowledge to discover the value, and whether he has free imagination.
Inspiration doesn't come out of nowhere, it's something we need to get through our habits and efforts.
-END-
Edit | Liu Yantong
Typography | Gu Lijia
Audit | Yang Pu