“KIRIN CAN BEER × SYLVESTER STALLONE” (1985) – ORIGINAL JAPANESE B2 ADVERTISING POSTER – “TOGETHER.” CAMPAIGN (STORE‑USE / 非売品)
Extremely Rare | In‑Store Display (Not for Sale) | First Issue 1985 | 51 × 73 cm (B2)
This is an original Japanese B2 poster printed for Kirin’s nationwide “Together.” campaign fronted by Sylvester Stallone at the height of his 1980s stardom. The top‑left masthead carries Kirin’s corporate tagline 「21世紀へ乾杯 KIRIN」 (“Cheers to the 21st Century”), a slogan the brewery used across campaigns from April 1984 through March 1989—useful for dating this sheet to the mid‑’80s.
Japan‑only design & campaign background
Stallone’s Kirin work launched in 1985 under the copy 「愛と勇気と缶ビール」 (“Love, courage, and canned beer”) and the theme word “Together.” Contemporary Japanese sources and fan archives repeatedly date the Stallone campaign and its materials to 1985.
The campaign’s image song, “Together (Let Us Begin Beguine),” was cut for Kirin by the group MORE; the lyric borrows lines from John F. Kennedy’s 1961 inaugural address (“Let us begin…”), which is why that language appears across the poster in fine red type.
The “Together” platform proved so sticky in Japan that Kirin continued it with marquee artists—most famously Sting’s “We’ll Be Together” tie‑in in 1987.
Store‑use provenance (非売品)
Kirin’s beer POP of this era was printed for point‑of‑sale only and not retailed. Collectors in Japan commonly report obtaining the Stallone sheets from liquor stores after the campaigns ended, confirming their intended use as 店頭用 (in‑store) material.
Poster design (what you see here)
Studio‑white photography with Stallone in open‑collar shirt and pleated trousers, raising a gold‑crest Kirin can. A monumental red “Together.” headline stretches across the sheet; just above it, the Japanese line 「愛と勇気とカンビール」 is printed in red. Across the lower half, fine italic English copy echoes the “Together” lyric. At lower right is a yellow “KIRIN CAN BEER” plaque and a two‑can pack‑shot—350ml Lager (red crest) and 350ml Draft/生 (blue crest)—with the corporate credit 「キリンビール株式会社」 printed in the margin. All elements match the mid‑’80s “Together.” series; Kirin issued multiple seasonal/scene variants (beach, scuba, etc.), of which this clean studio design is one of the most sought.
Stallone context (the “Italian Stallion” in Japan)
By 1985, Stallone—forever associated with Rocky Balboa, nicknamed the “Italian Stallion”—was a box‑office force across Japan as well as worldwide; the original Rocky alone took in 12.16億円 (distribution) domestically, establishing a deep fan base.
His drawing power in Japan remained strong into the 1990s: Cliffhanger topped Japan’s 1994 distribution rankings at 40億円 (No.1 that year), a benchmark often cited when discussing his popularity with Japanese audiences.
He also fronted other Japanese campaigns (e.g., Ito Ham) during this period, reflecting the country’s broader reliance on celebrity advertising—scholars estimate roughly 47% of Japanese TV ads used celebrities in the 1990s, far higher than in the U.S.
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About Kirin (heritage)
Kirin traces its roots to the Japan Brewery Company (founded 1885), launching Kirin beer in 1888 and reorganizing as Kirin Brewery in 1907—background that explains the heritage crests on the cans pictured here.
About the B2 format (size & rarity)
Japanese advertising posters (cinema and retail POP alike) commonly used the B‑series. B2 measures approx. 51 × 73 cm; unlike theatrical posters, brewery POP was printed for short store runs and discarded, so survivors in top condition are scarce.
Why this example is notable
• Iconic ’80s celebrity × beer tie‑in on the original “Together.” platform (Japan‑only creative).
• Direct mid‑’80s dating via the printed 「21世紀へ乾杯 KIRIN」 masthead.
Wikipedia
• Clean studio variant with full lyric copy and dual‑can pack‑shot—poster text and branding are crisp and period‑correct.
• A tangible link between Stallone’s “Italian Stallion” screen persona and Japan’s golden age of celebrity advertising.
Condition
Excellent. Please review images for confirmation.
It is nearly 40 years old.
It is not a reproduction or a reprint.
Certificate of Authenticity included.
A scarce, high‑gloss mid‑’80s Kirin “Together.” poster starring Sylvester Stallone—an in‑store (非売品) survivor that captures Japan’s ’80s POP aesthetics, the Kennedy‑quoting theme song that looped through the campaign, and the enduring appeal of the “Italian Stallion” to Japanese audiences through the 1990s.
