UCC Ueshima Coffee is introducing a new, evolved version of its “YOINED,” the coffee-based food product known as “non-drinkable coffee,” first launched in 2023. This year’s version is promoted as a pairing item to enjoy with Japanese sake.
At a tasting event held on October 28, Tomoyo Kosaka, Project Manager of the “YOINED” initiative within UCC Japan’s Sustainability Management Division, said, “After experimenting with various types of alcohol pairings, we found that this year’s YOINED goes exceptionally well with sake.”
Now in its third season, the 2025 version will feature two varieties of “YOINED” made from Colombian and Guatemalan coffee beans, packaged as a set of three pieces each. The limited-version product will go on sale on November 4 at a price of 3,240 yen (tax included).
“We’ve received many requests from consumers who wanted to compare flavors from different origins. As we tested prototypes ourselves, we wanted customers to experience new lingering flavors, so this year we selected Colombian and Guatemalan beans,” Kosaka explained.
Emphasizing the unique quality of enjoying whole coffee beans, both versions use high-grade beans with distinctive taste profiles. The Colombian version, in particular, features beans processed with anaerobic fermentation—a method that reflects one of the latest trends in coffee production. Both varieties contain 40% coffee content.
For the pairing sake, UCC selected “AMA-IRO” from the global sake brand “SAKE HUNDRED.”
Kosaka described the selection reason: “We felt strong affinity with the brand’s philosophy of exploring new possibilities for sake through unique pairings such as the special marriage with YOINED.”
Ryuji Ikoma, CEO of Clear Inc., which owns “SAKE HUNDRED,” commented: “Combining ‘YOINED’ with sake offers a fresh approach for coffee lovers who may not be familiar with sake. We’re also considering future set sales and opportunities for customers to experience the pairing firsthand.”
Because the product requires detailed explanation, sales channels will be limited once again to select UCC-owned stores with trained staff and the official UCC online store.
Reflecting on past sales, Kosaka said, “To avoid the misconception that it’s just coffee-flavored chocolate, we sold it through channels capable of accurately conveying information, and we received strong response from coffee enthusiasts.”
As inquiries from bars and other establishments increase, she added, “We are carefully exploring partnerships with venues that engage closely with their customers. We aim to continue increasing touchpoints and enhancing the overall experience value.”
“YOINED” is a food product made by freezing roasted coffee beans at –196°C, pulverizing and molding them. It is known for offering a stronger aroma than brewed coffee and is often described as “non-drinkable coffee” or “edible coffee.”
Since its 2023 debut, UCC has updated the product’s contents and packaging each year, releasing it in limited quantities.
In 2024, “YOINED” was positioned as a “coffee snack” to pair with whisky and other alcoholic beverages. The elongated, stylish packaging suited to pairing with alcoholic drinks proved popular, helping boost sales among male consumers and as gift items. Building on that momentum, this year’s edition emphasizes pairing with Japanese sake.
