From memory, this is a brand that sells products for children, at least here in the Americas. A cute little cat with a bow is an appealing image to the young, with products such as toys, children’s clothing and other knick-knacks.
Yet, strangely, Hello Kitty seems to have devoted some recent energy to brewing beer. Certainly this is not a pastime for 10-year olds. These new products have fruity flavors, and cartoon imagery on the packaging. Not a giant leap to deduce who might be the target audience.
This is a follow-up from the recent efforts of the Hello Kitty brand to expand their market presence by selling wine. For the moment, these beers are just in Asian markets, but the wine is already here. According to the marketing for the vino, little Kitty is ‘all grown up’. She still looks pretty youthful to me. Where is the public outcry over the marketing of a product so clearly appealing to young people? As Ann Dowsett Johnston has been quoted as saying in her recent novel “Drink”, our values on alcohol are ‘foggy’.