Goodbye Hello Kitty Beer.

Screen shot 2013-09-16 at 11.21.59 AMThat iconic kitty cat, Hello Kitty, known to grace everything for children–from fruit snacks to fruit of the loom underwear is now hawking fruit flavored beer. Yes, beer – an alcoholic adult beverage.

The Hello Kitty brew, licensed by the Shanghai KT trading company and made by Taiwanese beer maker Long Chuan, comes in at least six tropical flavors, from passion fruit to banana.

“It’s almost like drinking fruit juice, even if the cans do say ‘beer,’” read a review in Kotaku. “The lemon lime flavor tasted like a light limeade of sorts, almost losing the lemon flavoring. It was smooth and sweet, like a lime soda. It didn’t taste like beer.”

While only 2.3% alcohol and sold exclusively for now in China, the Hello Kitty brand seems to be expanding its target market beyond kids and teens aiming at young adults (hopefully of the legal drinking age, which in China is 18 years of age).

Reality Check: has the brand gone too far with an adult beverage that their current target market could mistake for a Hello Kitty fruit flavored soda? Will their new target, young adults 18+, still want to hold onto their Hello Kitty icon from their youth?

Time to rethink and say Goodbye to Hello Kitty for this line extension fail.


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