Marketing News Japan

Subscribe

Advertise your job ad
    Search jobs

    Space Barley: The final frontier

    TOKYO, JAPAN: The power of producing limited edition versions of a product should not to be underestimated. Releasing a special "collectors" edition at a premium price is an excellent way to generate PR, as well as enhance the image of a brand.
    Space Barley: The final frontier

    In the Japanese beer market, most marketing activity takes place at the point of sale, and in the production of limited edition versions of existing brands. There are few brands however, that can claim an interstellar connection.

    Brewed using a generation of barley seeds that were grown in a collaborative project with the Russian Academy of Sciences, Sappuro's "Space Barley" beer was produced in a limited edition run of 1500 bottles.

    Customers wishing to purchase beer from the final frontier registered their interest online, and 250 were selected in a lottery for the opportunity to purchase a 6-pack of the beer, at US$110 (¥10 000) a pack (about R820 a pack).

    Proceeds from the sale of space beer were given to charity, to fund the teaching of science to children, to promote an interest in space. Space Barley beer sold out, and tasters described the taste as normal - which was viewed by scientists as a success, as it demonstrated that food production in space was possible.

    Source: Cream: Inspiring Innovation

    Cream is a curated, global case study gallery of excellence, providing the marketing community with the latest trends and inspiration to help grow their business.

    Go to: http://www.creamglobal.com
    Let's do Biz