The rewards of having a baby: the precious coos and smiles, the joy of continuing the human race, the free beer. Free beer? Sort of.

Kirin Beer is promoting healthy maternal drinking habits – and, coincidentally, its one-year-old Kirin Free beer – by giving cans of the alcohol-free brew to new mothers on their way out of the maternity ward. Free is among the ranks of last year's wave of un-beers, which includes Suntory Fine Zero, Sapporo Super Clear and Asahi Point Zero. Free seems to be the only one explicitly targeting new mothers; their original campaign focused on pregnant women but this recent campaign marks a shift to post-partum partying.

And new moms who had the presence of mind to get on Twitter and announce their delivery on the  microblogging site are rewarded not only with a bunch of 140-character congratulations, but with an