Nothing is as interesting as emptying a bottle of beer, unless it's designing one.
His next call was to us. In Japan, Kirin is considered a middle-market brand similar to Budweiser in the States. The idea was to create a premium brand-something like the brand identity Michelob enjoys in this country. Coming up with a name was pretty easy. We knew we wanted to build off the Kirin identity, so we simply came up with a name to add onto the Kirin name.