Kirin Ichiban has launched a national campaign titled 'First Press', in collaboration with Deus Records and DJ Muro, honing in on the purity of sound and taste.

The 'First Press' campaign is centred around Kirin Ichiban's brewing process, which extracts flavourful ingredients for what the company describes as the "purest taste". This process is likened to the cultural authority and quality associated with first press vinyl, a theme emphasised by legendary Japanese DJ, DJ Muro.

Media for the campaign was handled by IPG Mediabrands agency UM, with a short campaign video set to roll out on social platforms such as Meta and TikTok, as well as on BVOD, SVOD platforms like Netflix, and YouTube. Additionally, a 15-second audio segment is available on Spotify and Acast, and an expanded four-minute short film delves into Japanese vinyl culture and features DJ Muro introducing influential figures in the music scene.

Public events form a significant part of the campaign, with DJ Muro set to perform live sets in Melbourne and Sydney. These events are complemented by a limited edition 'First Press' album, pressed by Toyokasai Records, which will include unreleased tracks by DJ Muro.

The campaign is further supported by an out-of-home (OOH) campaign in Sydney and Melbourne, along with promotional activities in over 1500 venues. The media campaign is live in all Australian markets except South Australia.

Kirin Ichiban Brand Director, Amy Hiscock, said: "There’s an easy alliance between first press vinyl and first press beer; both represent impeccable quality. Kirin Ichiban uses a unique brewing process which is uncompromising - and made from only the first press, for the purest taste. DJ Muro epitomises the same unwavering dedication to experience that defines Kirin Ichiban. Similarly, Deus Records represents a fusion of music with the brand’s values of authenticity and mastery of craft."

Art Director at Deus Ex Machina, Stevie James, said: "Deus Records, DJ Muro, and Kirin Ichiban share a dedication to craft, heritage, and authenticity. Deus celebrates music and storytelling, DJ Muro embodies the art of rare discovery, and Kirin Ichiban represents precision, quality and taste. Together, we’ve created a partnership rooted in cultural appreciation and creative excellence."