<figure id="attachment_478787" aria-describedby="caption-attachment-478787" style="width: 2857px" class="wp-caption alignnone"><a href="#" data-ident_hash="ef7d09b8"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/08/b5a7614a686df04d6cbc710438899fb5.jpg" alt=""></a><figcaption id="caption-attachment-478787" class="wp-caption-text">The beer commercials from various companies feature a star-studded lineup of celebrities. This shows just how important beer is to beverage manufacturers.</figcaption></figure>
<h3> Which Beer Offers the Best Value!?</h3>
<p> “Extreme heat days”—with maximum temperatures exceeding 40°C—are occurring one after another across the country. If you walk through the city under the blazing sun, you’ll start sweating profusely in just a few minutes—and that’s exactly when beer tastes best. But when you look around the store shelves, you’ll find a wide variety of beers lined up, from classic brands to new ones and limited-edition releases. Which beer is the right choice?</p>
<p> A panel of “beer masters”—beverage expert Takahiro Ezawa, beer journalist MJ, and fellow beer journalist Toshihide Tsuda—engaged in a heated debate over which beer offers the best value for money this summer.</p>
<p> —There are so many kinds of beer out there; it’s hard to know which one to choose, isn’t it?</p>
<p> MJ: In the past, TV commercials were the main form of product promotion. Because production costs were enormous, it was difficult to release multiple products in a short period of time. Nowadays, with the increase in promotional channels like social media, I think it’s become easier to launch new products compared to the past.</p>
<p> Ezawa: The range of products has expanded as well, hasn’t it? While some products compete on the quality of their contents, others—like Kirin Beer’s “Kirin Good Ale”—that cater to a specific lifestyle have also become popular recently.I was surprised to see Motoki Omori (29) of “Mrs. GREEN APPLE” cast in the commercial. By promoting an artistic image, they’re gaining a lot of support.</p>
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<p> Tsuda: With the October amendment to the Liquor Tax Act, the tax rate for beer-based beverages will be unified. The “hassaku” category will disappear, but many hassaku brands will be “reclassified as beer” and continue to be sold. It doesn’t look like the variety of beers will decrease.</p>
<p> ――Please tell us right away about some recommendations from Asahi Breweries.</p>
<p> MJ: First up is the “Asahi Draft Beer &lt;Marufu&gt; Draft Mug Can,” which was released in limited quantities on the 4th of this month. Aside from its mellow flavor, this product’s appeal lies in the fun it offers.In Asahi’s Draft Jug Can series, when you open the lid, the pressure drops and foam forms from the ridges inside the can. It recreates the creamy head you’d find in a draft beer at a bar. That heart-pounding excitement the moment you open the lid is unique to the Draft Jug Can.</p>
<p> Ezawa: I’d also like to recommend “Asahi Super Dry Reiryō Karakuchi” from the limited-edition lineup. The original “Dry” is known for its crisp finish and is perfect for summer, but if you’re going to drink it in the summer, I definitely recommend the “Reiryō Karakuchi.”</p>
<p> MJ: It really emphasizes that cooling sensation more than the original, doesn’t it? Drinking beer that’s been chilled to the bone in the fridge on a hot summer day—I think this product was created to deliver that very pleasure.</p>
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<p> Tsuda: I’d go with the original “Asahi Super Dry.” Everyone knows it’s top-quality, but this summer’s promotion is really interesting.Asahi proposed “Finish with 3 Minutes in the Freezer DRY,” where you chill the beer in the freezer for three minutes before drinking. This process lowers the temperature by about 1°C, bringing out the crispness and full-bodied flavor that are the hallmarks of Super Dry.</p>
<p> Ezawa: I was really surprised by “Freezer DRY.” It’s brilliant that they provided specific time guidelines and precautions to ensure the crispness and full-bodied flavor are fully brought out.</p>
<p> Tsuda: Their website emphasizes the 3-minute timeframe and includes detailed precautions, such as “Do not leave it in the freezer for more than 20 minutes.” It even says, “Please do not try this with other brands.”</p>
<p> MJ: It looks like they’re trying to keep their rivals in check (laughs). Though the real reason is probably that they can’t guarantee the quality.</p>
<div data-friday-nextpage-lead=" The Ega-chan collaboration was surprisingly…?"></div>
<figure id="attachment_478796" aria-describedby="caption-attachment-478796" style="width: 1493px" class="wp-caption alignnone"><a href="#" data-ident_hash="f40886a1"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/08/4c4edb0b44cd17b32498003cfa253c37.jpg" alt=""></a><figcaption id="caption-attachment-478796" class="wp-caption-text">&#8220;EGA BEER&#8221; has received unexpectedly high praise from experts. Recommended for those who enjoy a hoppy flavor.</figcaption></figure>
<h3> “EGA BEER” is highly rated by experts</h3>
<p> Tsuda: One more recommendation. I’d also like to suggest “Asahi EGA BEER.” This product was developed in collaboration with TV personality Egashira 2:50 (61) and has been available in limited quantities since June. I tried it without expecting much—thinking it was just another “one-off gimmick beer” capitalizing on celebrity buzz—but I was surprised by how well-crafted it actually was.It uses six varieties of hops, and the refreshing aroma is perfectly balanced.</p>
<p> Ezawa: I think this is a product that’s highly regarded by experts. “EGA” is packed with Egashira’s meticulous attention to detail, producing a complex richness, aroma, and bitterness. And yet, it’s so beautifully put together as a product—I was truly impressed by Asahi’s brewing technology.</p>
<p> ――What about Kirin Beer?</p>
<p> Tsuda: “Kirin Beer Harekaze” is probably the one with the most momentum right now.In just two years since its launch in ’24, it has become a major flagship product. Reflecting the demographics of its advertising stars—Teruyoshi Uchimura (62), Yuki Amami (59), Ren Meguro (29), and Mio Imada (29)—it has been embraced by a wide range of age groups, regardless of gender.</p>
<p> Ezawa: We completely revamped the product earlier this year. It has a mild body—with subtle richness and bitterness—resulting in a light, easy-to-drink beer. It gives the impression of a clean beer that’s particularly popular with young people.</p>
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<p> Tsuda: When it comes to value for money, “Kirin Ichiban Shibori Draft Beer” is a strong contender. It’s luxuriously crafted using only the first-press wort.</p>
<p> Ezawa: It’s a reliable, classic brand with no off-flavors—you can really taste the umami of the malt.</p>
<p> MJ: For something a little different, “Brooklyn Summer Ale” is also a good choice. It’s a product from a U.S. craft beer maker in a business partnership with Kirin, and it’s been available in limited quantities since July. It’s a pale ale characterized by a floral aroma and a crisp aftertaste, offering a casual way to experience international craft beer.</p>
<p> Tsuda: Speaking of current recommendations, I’d also like to add “Hon Kirin.”Personally, I think “Hon Kirin” is by far the best-tasting happoshu ever released. Although the malt content is low because it’s a happoshu, this is compensated for by blending in barley spirits and other ingredients, resulting in a solid body and an alcohol content of 6%. It’s the perfect balance. It’s also won numerous awards at international competitions.</p>
<p> MJ: But since it’s a happoshu…?</p>
<p> Tsuda: That’s right. It’s been decided that it will be reclassified as “beer” in November. In other words, you only have a little over two months left to enjoy the “current Honkirin.” Since this summer will be its last, I really want to give it a strong recommendation.</p>
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<p><a href="https://friday.kodansha.co.jp/article/478789"> [Sapporo &amp; Suntory Edition] “Beer Masters” Engage in a Heated Debate! What’s the “Ultimate Bottle” to Drink This Summer? [Special Feature: Part 2]</a></p>
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<figure id="attachment_478798" aria-describedby="caption-attachment-478798" style="width: 2500px" class="wp-caption alignnone"><a href="#" data-ident_hash="320a06c4"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/08/53befb527b3876c7a27e2b8038bf6abf.jpg" alt=""></a><figcaption id="caption-attachment-478798" class="wp-caption-text"> The beer commercials from each company feature an all-star lineup of celebrities. This shows just how important beer is to beverage manufacturers.</figcaption></figure>
<figure id="attachment_478800" aria-describedby="caption-attachment-478800" style="width: 1558px" class="wp-caption alignnone"><a href="#" data-ident_hash="8aef7cff"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/08/5085906db8932797287140074a2ba243.jpg" alt=""></a><figcaption id="caption-attachment-478800" class="wp-caption-text"> Ren Meguro of “Snow Man” has appeared in Kirin’s “Harekaze” commercials since its launch in ’24. Photo courtesy of the company’s website</figcaption></figure>
<figure id="attachment_478801" aria-describedby="caption-attachment-478801" style="width: 2500px" class="wp-caption alignnone"><a href="#" data-ident_hash="25f43e59"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/08/2b42b4993b216b029ac55ccdfc166a2a.jpg" alt=""></a><figcaption id="caption-attachment-478801" class="wp-caption-text"> The “Beer Masters” who participated in this discussion. From left: Mr. Tsuda, Mr. MJ, and Mr. Ezawa. They carefully sampled beers from various companies even during the interview</figcaption></figure>
<p> From the September 4, 2026 issue of “FRIDAY”</p>


 The “Beer Masters” engage in a thorough debate over “the best value beer to drink this summer”! From classic staples to new brands and limited-edition releases, there’s a wide variety of beers out there—but which one is really the best? Here’s the Asahi and Kirin edition

[Asahi and Kirin Edition] The “Beer Masters” Engage in a Thorough Debate! Here’s the Beer That Tastes Best in the Scorching Heat

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