Final Fantasy VII’s Sephiroth Has Taken Up Brewing
Square-Enix and Japanese beverage maker Asahi have partnered on a unique marketing campaign for Final Fantasy VII Rebirth, featuring the iconic villain Sephiroth promoting a canned alcoholic chu-hai beverage.
The collaboration centers on Asahi’s Mirai no Lemon Sour (Future Lemon Sour), a chu-hai product introduced in Japan in 2024 with distribution expanding throughout 2025. Chu-hai—a popular Japanese alcoholic drink combining shochu and fruit juice flavors—has been experiencing growing popularity in recent years, and Asahi sought to differentiate its offering through an unusual marketing gimmick involving an actual lemon slice.
The campaign represents the latest example of gaming’s long tradition of food and beverage tie-ins, particularly prevalent in the Japanese market where beloved game characters have historically promoted everything from ramen seasoning to consumer goods. However, the Sephiroth collaboration stands out for its unconventional pairing of one of gaming’s most iconic villains with an alcoholic beverage.
The marketing tie-up underscores the commercial appeal of the Final Fantasy franchise and the enduring cultural impact of Final Fantasy VII. It also highlights how major publishers continue to explore diverse revenue streams and brand extension opportunities through collaborations with major consumer brands.
The campaign has been characterized as “deliciously strange in all the right ways,” suggesting Square-Enix and Asahi have deliberately embraced the inherent absurdity of the partnership for maximum marketing impact.