The beverage concept is an import from Spain, where Limon & Nada was made a permanent Minute Maid offering by popular demand after its original limited-time debut in summer 2007. The word “limonada” (lemonade in Spanish) is also a play on words, broken down into “limon” (lemon) and “nada” (nothing) — suggesting, at least, that the beverage contains nothing but lemons. (It does claim to be preservatives-free.)

The marketing campaign in Japan is similar to the Spanish original, using a lemon animated with a black pen, although the Japanese version plays up the beverage’s “Spanish” origins. Online marketing includes a “radio station from Spain” promoting its “pressure-free way of life”, and the label features a cartoon of a bikini-clad girl sun-bathing against a lemon.
It’s all very reminiscent of Kirin’s World Kitchen lineup of drinks “inspired by” countries including Spain, Italy and France, and is clearly part of the “Armchair Explorers” trend of importing exotic influences to spice-up consumers’ daily routines.

The original Limon & Nada, from Spain

Other fruity flavors in new summer beverages include a sparkling lemon version of Healthya, the wellness beverage brand from Kao; a passion fruit flavor Lipton ice tea from Unilever Japan; and Muscat & Apple Juice from Ohayo Milk.

To find out how Five by Fifty helps its clients innovate in the beverage sector, contact us.

Kirin has released a new Oolong tea, made from 100% tea grown in China’s Fujian Province. The strong tea is packaged with a minimal black and white label.

Learn more:
Other Kirin products
Kirin official homepage (Japanese)

A few of the numerous zero drinks released in 2008.

Mandatory health checks to combat metabolic syndrome for full-time employees were implemented in April of this year, leaving many people counting calories and carbs. As consumers make decisions based on heightened concerns over health, “zero” products, boasting “zero carbohydrates,” “zero calories,” “zero sugar,” were a hit in 2008.

Zero-sugar ham, bacon, and candies were released, but the busiest sector was the canned drink industry, with a number of “zero sugar” canned coffees and “zero carbohydrate” beers going on the market. Kirin started the trend in February, releasing Kirin Zero, a zero carbohydrate happoshu, and Suntory released Zero Nama (“Zero Draft”) in March. Summer saw the release of a number of zero sugar chu-hai drinks from Kirin and Suntory.

According to a recent Nikkei report, “zero” alcoholic beverages first appeared on the Japanese market in 2006, garnering sales of 1.8 billion yen ($18 million). Sales jumped in 2007 to 36.1 billion yen, boostered by Asahi’s Style Free carb free happoshu, the first hit product in the zero drink market, and sales more than doubled in 2008, to a projected 94.7 billion yen.

Kirin Lager packaging harkening back to the Meiji and Taisho eras.

Today Kirin releases to limited edition packages for its Kirin Lager brand, which is celebrating its 120th anniversary. The two new retro can designs recreates the look of the brand during the Meiji Era (1868 – 1911) and the Taisho Era (1911-1925). Kirin has timed the release of the nostalgic packaging to coincide with the holiday season, when more families are likely to drink beer at home.

Learn more:
Other Kirin products
Kirin official homepage (Japanese)

The “standard” type of canned coffee, including both milk and sugar, which accounted for roughly 60% of the market in previous years, has been loosing ground as consumers grow more concerned about their health amidst news of rising obesity rates.

In January, Asahi canned coffee brand Wanda released a “Gold Low-Sugar,” with 73% less sugar than previous drinks. The drink was a hit, and intial sales projections of 30 million can have already been surpassed threefold. Following this trend, in September Kirin relaunched their Fire drink, with slightly less sweetener. Suntory also joined in, relaunching a low-sugar version of their Boss coffee. The popularity of the low-sugar coffee drinks might be linked to compulsory health checks for obesity in full-time corporate employees that started this April.

In April, Asahi went one step further and released a non-sugar edition to its Wonda line, sweetened by a small amount of milk. Ad copy for the drink claims that “lower in calories, but the taste is not beat by standard coffee.” In May, Kirin expanded its Fire line with “Fire Cafe Zero”, described as “not as sweet as coffee with sugar, easier to drink than black coffee.” In July, a version made with 30% milk content was added to the line-up. Pokka and Sapporo rolled out non-sugar drinks in July and September, making the low sugar/non-sugar segment the most active in the market – possibly linked to compulsory health checks for obesity in full-time corporate employees that started this April.

Three non-sugar coffee drinks released in 2008.

Another trend was towards stronger, richer espresso-based drinks sold in smaller cans. One such drink was Kirin’s Fire Demitasse Shot released in November, and positioned as a premium alternative, as it is brewed with 18 hours of the beans being brewed and ground. Asahi relaunched its Wonda Demitasse Espresso which debuted last year.

Starbucks has also entered this market, but with what appears to be a strategy to win over consumers who do not usually drink canned coffee. Starbucks started its collaboration with beverage manufacturer Suntory in 2005 with the development of RTD cup coffee sold in convenience stores under the Starbucks brand. Suntory is also producing Starbucks new canned coffee drinks, the Espresso Doppio, and the Espresso Con Panna. The Starbucks drinks are both smaller and more expensive than other brands, making them about twice as expensive when measured in terms of volume.

Starbucks entered the canned coffee market with the Double Shot Line.

Despite so many new products on the market, canned coffee drinkers are seen as consuming less. A recent Nikkei report showed that in the past a heavy user drank around five cans a day, recently someone who drinks three cans a day is seen as a heavy user. This could be related to the core group of canned coffee drinkers growing older, as well as increased concerns over health and a trend toward smaller, more expensive premium coffee drinks.

The new Sparkling Hop Red will have 20% less sugar.

As Christmas approaches, Kirin will release on the 26 of November a low-sugar, low-calorie version of its Sparkling Hop, with 20% less sugar, a fruitier tast, and a distinctive red package. The version, named Sparkling Hop Red will keep the mini-diamond surface structure of the can.

To launch the new product, Kirin is holding a contest to give away 5,000 gifts sets of the new drink, paired with the original Sparkling Hop in the green can.

Learn more:
Other Kirin Products
Kirin official homepage (Japanese)
Sparkling Hope product page (Japanese)

Learn more:
Other Kirin Products
Kirin official homepage (Japanese)
World Kitchen product page (Japanese)

Learn more:
Other Kirin Products
Kirin official homepage (Japanese)
Kirin Lemon product page (Japanese)

The cover of Jero

With the success of his first single “Umi Yuki” (“Ocean Snow”) under his belt, tomorrow Jero will release his new mini-album, “covers,” featuring new versions of well-known enka songs. The songs were selected by both his staff and through surveys of fans.

Jero’s new style is paving the way for a more accessible view of enka in Japan. His image is being associated not with nostalgia and years gone by, but with the freshness of “now.”

Things are moving fast for Jero. In May popular beverage maker Kirin began airing commercials featuring Jero and their Fire brand of coffee. His music is set to be released all throughout Asia, a move which has the potential for his fresh new style to challenge perceptions and jumpstart younger generations’ interest in enka even outside of Japan.

Jero at a press conference today.

Jero’s style of singing is surprisingly traditional; it’s his hip-hop-inspired image that has left some hating, some obsessing, and others just plain bewildered. At a press conference today, Jero said that while his maverick style may put some people off, he couldn’t imagine it any other way. He is who he is, and trying to perform in a suit and tie might make him seem like some sort of parody. And he’s not a parody. He’s completely serious about his love of enka.

When asked about any possible girlfriends, he laughed and said there’s no one special at the moment – for now, he said, “I’m married to enka.”

Natalie Meyer

Learn more:
Other Kirin Products