When Magners cider in the UK launched its 'over ice' marketing campaign a couple of years ago, a skeptical public scoffed at the idea of drinking cider out of a pint glass filled with ice. But the marketing won out, and before long it was considered strange if you didn't drink cider on ice. 

It's worth remembering this story before pasing judgement on this latest product innovation from Japan. Super-cold beer is a product category in itself. Rival brand Asahi opened a bar specialising in ice cold beer, chilled to within a few degrees of freezing. 

Kirin has taken this a stage further with the launch of a new beer designed to be served over ice. This affront to decent lager drinkers everywhere is called 'Ice + Beer'. (Not perhaps the strongest brand name in the world, but I suppose it gets the point across.)