Kirin Brewery Company, Limited (President: Hideki Horiguchi, hereinafter Kirin Brewery) will hold "Hyoketsu®︎ Ice Magic 2026," a new sensory experience event where you can taste the renewed "Hyoketsu®︎," for three days from Friday, July 3rd to Sunday, July 5th, at "Sanagi Shinjuku Event Space" (3-35-6 Shinjuku, Shinjuku-ku, Tokyo). Prior to the event, a strategy briefing session (Part 1) and an advance media experience session (Part 2) for Kirin "Hyoketsu®︎ Ice Magic 2026" were held on Tuesday, June 30th. The experience session was divided into two parts. The first part introduced the trends in the RTD*1 market in light of the revision of the Liquor Tax Act to be implemented in October 2026, the future development of "Hyoketsu®︎," details of the largest-ever renewal of all 13 "Hyoketsu®︎" and "Hyoketsu®︎ Sugarless" products, and an overview of the "Hyoketsu®︎ Ice Magic 2026" event. A preview of the new TV commercial "In a Ballpark Under the Blue Sky," starring Mayu Hotta, which is scheduled to be broadcast nationwide sequentially from Tuesday, July 7th, was also shown, along with a video message from Mayu Hotta discussing her memories of filming the commercial and how to enjoy "Hyoketsu®︎" in the summer. The second part featured Ruka Nakagawa of FRUITS ZIPPER, a fan of "Hyoketsu®︎," and comedy duo Sissonne. They experienced a special course available at "Hyoketsu®︎ Ice Magic 2026" and competed to see who could best convey the deliciousness of "Hyoketsu®︎" in the "Hyoketsu®︎" Ice Magic Refreshing MAX Report Battle. Nakagawa, who won the competition, experienced the "Hyoketsu®︎" Ice Glass as her prize. Finally, the three of them, including Sissonne, toasted with the renewed "Hyoketsu®︎." After the toast, they were asked about who they wanted to enjoy "Hyoketsu®︎" with this summer and what new things they wanted to try this summer to match the new "Hyoketsu®︎," sharing their thoughts along with the appeal of "Hyoketsu®︎." *1 Abbreviation for Ready to Drink. An alcoholi