“I don’t drink alcohol, but soft drinks feel unsatisfying at night. Yet non-alcoholic beverages don’t quite hit the mark, either.”
To meet the needs that conventional non-alcoholic drinks have failed to fulfill, Asahi Beer released a “nighttime-only carbonated water” on September 17 called “Wilkinson Tansan Tag Sober,” a cocktail-inspired sparkling beverage. It aims to expand consumer choices and promote the concept of “smart drinking,” which encourages both drinkers and non-drinkers to enjoy drinking occasions together.
Unlike alcohol-free beverages developed for people who usually drink, this product specifically targets those who don’t drink at all. It diverges from the company’s existing non-alcohol RTD brand, “Style Balance,” and opens up a new market segment.
“When we talked with people who abstain from alcohol, they told us that soft drinks tend to feel ‘childish’ for nighttime occasions, and carbonated beverages are seen as ‘daytime drinks.’ Existing non-alcoholic products, meanwhile, don’t feel like they’re meant for them. That was a major insight for us,” said Tetsuya Takahashi, General Manager of Smart Drinking Marketing Department.
Developed with the unaddressed need for “a special carbonated water for adults at night” in mind, the 0.00% alcohol “Tag Sober” line comes in two varieties: unsweetened Lemon Ginger, featuring sharp lemon flavor and spicy ginger heat, and Lychee Tonic, with a refined, light sweetness.
Using spices and flavorings to add a subtle bitterness and astringency, the drinks offer a complex taste ideal for an adult evening. Thanks to the signature strong carbonation of the “Wilkinson” brand, it delivers both throat-tingling satisfaction and a crisp refreshment. Each 350ml can is sold at an open price.
Originally, Asahi Soft Drinks launched the “#sober” series in 2022 for health-conscious, “sober-curious” consumers under the Wilkinson brand.
“However, that line didn’t fully reach our target consumers—it lacked the complexity suited for nighttime drinking. Since the imagery of nighttime pairs better with beer shelves, Asahi Beer decided to take the lead on this one,” explained Takahashi.
Coinciding with the product launch, a TV commercial titled “The Night Begins,” featuring model Hikari Mori, began airing. A pop-up bar event, “WILKINSON Tag Sober Night,” embodying the same conceptual world, was also held from the 18th to 23rd at Inaribashi Square in Shibuya Stream.
