Morinaga & Co. will launch a new product, “Kin no Kaoru Amazake,” which for the first time in the history of the “Morinaga Amazake” brand adopts a resealable container in a can format, and will sell it for a limited time from December 2, aiming to capture demand from consumers who want to take their time and enjoy high-quality amazake.
Explaining why the product is being introduced, Takafumi Kumano of the Food Marketing Department, Marketing Division, said, “We have long received requests for a resealable container that would not require people to finish it all at once, so for the first time we adopted a resealable container for a can product. Another feature is that, with the drinking opening becoming wider, you can enjoy the aroma even more.”
The contents have also been carefully selected: for the sake lees, only junmai daiginjo sake lees is used, which has a strong aroma and little off-putting character. It is combined with Sudakito sugar made from sugarcane from Amami Oshima and rice koji from Yamagata Prefecture, creating a flavor worthy of the name “gold,” which signifies the highest quality. “As a premium amazake, you can enjoy a robust aroma,” Kumano said with confidence.
While targeting amazake users as the main audience, the company also expressed hopes that “new consumers who were interested in amazake but had never tried it” will pick it up as well.
The glamorous package design centered on gold is positioned as not only eye-catching for new users but also well-suited to year-end sales campaigns.
The expected price is 180 yen excluding tax.
