The 4th Generation Beer 'KRUSH' That Sets Itself Apart from Traditional Beers

Have you heard of the beer KRUSH that was launched at the end of last year? KRUSH, which emphasizes the distinctiveness of 4th-generation beer and features 4th-generation idol Karina as its model, has become a hot topic. The product name ‘KRUSH’ is a combination of the English word ‘Crush’, meaning ‘to fall in love with’ or ‘to break’, and the ‘K’ from Lotte Chilsung Beverage’s beer brand ‘Cloud’, and it is said to convey the meaning of ‘breaking down old conventions and captivating with newness.’

You can also see that the design is unique. While beer bottles typically use brown or green bottles, KRUSH uses a clear bottle. Also, the shoulder shape of the beer bottle has disappeared, and a crystal-like design resembling a carved iceberg has been incorporated. All of this is said to be targeted at the MZ generation. In an era where the brands people choose represent their individuality, beer's taste is important, but its appearance also needs to be visually appealing and unique. Thus, to cater to the MZ generation, KRUSH has discarded the existing framework and adopted a new design.

So, let's take a closer look at the beer. It is made with 100% malt, using only malt (All Malt), and utilizes a membrane system and hop bursting techniques to achieve a refreshing taste and aroma. With an alcohol content of 4.5%, it's relatively low, making it easy to enjoy lightly.

Can Product Launch

KRUSH can products are also scheduled to be launched sometime next month. They have expressed a sense of refreshment using icebergs and snow as motifs, and applied an ice-style design to the can surface that gives a feel of snow's texture. The can products will be available in three sizes: 355ml, 470ml, and 500ml, making them convenient for purchasing and consumption.

Currently, KRUSH is available not only at pubs but also at large supermarkets and convenience stores. If you're curious, it might be worth trying! I believe that KRUSH is a highly competitive product for the younger generation. What are your thoughts? Thank you for reading today, and I'll be back with more news next time:)