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Wednesday
Sep252013

SAY IT AIN'T SO: HELLO KITTY BEER?

Nothing is sacred to Hello Kitty. Nothing.

The Asian juggernaut, which makes Red Bull look like a paragon of marketing integrity, has its bow-tied cartoon cat logo on everything from tampons to teas, is making a range of beers.

Regardless of whether or not the beer is actually any good (our preconceptions suggest not, but we will happily be proven wrong), it has opened the brand up to accusations that it's aiming an alcoholic beverage at children. Hello Kitty is known to slap its brand on plenty of school gear for school-aged kids, as well as pre-school children, and even the very young could be easily confused about whether or not that Hello Kitty beer in the fridge is actually a soda-drink meant for them.

Sanrio, the company that stands behind Hello Kitty, insists the beer isn't aimed at children, but is aimed at Asian women who have grown up with the 40-year-old Hello Kitty brand. A recent Chinese survey found that only 15% of women considered themselves to be drinkers, while that number jumps to 56% for men. Hello Kitty's branding machine considers that a 41% opportunity.

That's why it asked Taiwan's Long Chuan Beer Company to make Hello Kitty beers in peach, lemon-lime, passion fruit and banana flavours. No, we are not making this up and, yes, we can see exactly how a child could be confused by all of this.

Especially when one Beijing-based blogger, Kotaku's Eric Jou, said: 'They're so ridiculously smooth and tasty that one can barely tell you're drinking beer.

'It's almost like drinking fruit juice, even if the cans do say beer.'

Read more of Eric's thoughts on it here.

All four of the Hello Kitty beers are low alcohol or light beers, with their ABVs rangingn from 2.3 to 2.8%. 

As odd as all this is, it's not the first time Hello Kitty's stupid cat has graced a beer. Shamefully, it did a licensing deal with Beck's a year ago. Now they're out on their own.

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