As consumers’ lifestyles and values evolve, new trends are emerging in beer preferences. Seeing this as an opportunity to invigorate the market, Suntory will launch two new beers as regional exclusives starting August 19, taking into consideration to roll them out nationwide.
Exclusively available in the Tohoku region, “Juicy Brew” is a beer that highlights aroma and sweetness. It features tropical-scented Galaxy hops and top-fermenting yeast fermentation that imparts a ripe fruit-like fragrance. Using its proprietary high-concentration brewing technique, it retains sweetness and delivers a fresh, fruity flavor. Alcohol content is 5.5%.
“Compared to other regions, Tohoku consumers tend to favor sweeter and fruitier flavors. Nationwide, too, there’s growing demand for fruity and sweet beer; our research shows such segment comprises about 8.3 million people. We aim to invigorate the market with beers matching these preferred taste profiles,” said Mineyuki Motoyama, Suntory’s Premium Beer Division Manager.
In the Tokai and Hokuriku regions, Suntory will release “Beer Me.” Developed as a companion for brief moments of relaxation amid busy lives—reflecting the rise of dual-income households—its sales performance will be monitored in these areas, where such households account for 54%, higher than national standards.
“Beer Me” uses carefully selected malts along with some corn grits. Despite a modest 3% alcohol content, its high-concentration brewing method delivers a satisfying fullness and a refreshing, easy-to-drink finish. Notably, it’s Suntory’s first beer to feature a label design with different colors on the front and back.
“For dual-income household consumers, beer-drinking moments are treasured as uplifting breaks. Yet, they often hesitate to drink beer amid busy lives. This insight inspired the creation of a new product,” said Takeshi Umehara, Deputy General Manager of the Beer & RTD Division and Beer Department Manager.
“From regional exclusives to nationwide releases” — is this becoming a winning pattern?
Recently, alcohol marketing increasingly involves testing consumers’ demand with region-limited launches before expanding successful products nationwide.
A prime example is Asahi Beer’s gin sour “GINON.” Among four RTD products tested regionally in 2023, this product stood out with high repeat rates, becoming a hit following its nationwide launch the next year.
Suntory’s two new regional releases also aim for nationwide expansion starting next year. They may solidify a “winning pattern”: gaining market confidence by selling first in trend-forward regions before expanding nationally.
Both “Juicy Brew” and “Beer Me” are available in 350ml and 500ml sizes. Prices are open, with estimated retail prices of 195 yen and 258 yen (excluding tax), respectively.
