Brand New The Premium Malt’s, Aiming For Premium Beyond Premium
Everything began with the Suntory brewers’ longing to “make the best and finest beer in the world.” They visited Europe, the home of beer, and went through endless trial and error to arrive at the ideal flavor, finally creating “The Premium Malt’s,” born of the brewers’ unflagging passion and utter refusal to compromise on ingredients and brewing methods. “The Premium Malt’s,” is still evolving; in order to maintain its lead in the Japanese premium beer market and continue providing customers with its bounty, it has been thoroughly renewed as of March 2017. We are working hard to bring the experience of the new “The Premium Malt’s,”“overflowing, exciting fragrance” and “rich depth” to as many customers as possible.
Suntory's Choice to Brew Using 100% Natural Water
Suntory insists on using only 100% natural water drawn from underground for our beer, happoshu, and new-category beer-flavored beverages produced in Japan.
Since 1963 when Suntory first began making beer, we have thoroughly concentrated on the quality of water, which makes up for about 90% of the raw materials. Accordingly, we build our plants in locations with abundant fresh water to take advantage of the contained amount and excellent balance of minerals and ions when producing our beverages. The water is drawn from deep wells and has been filtered through many rock layers over geologic time, making it pure and of reliable quality.
From 2011, we attached the logo "Made in Natural Water Beer Plants" to all of our beer products and beer-flavored beverages sold domestically in order to express our persistence in water quality, and have delivered these to our customers.
Our Commitment to Creating Beverages That Add Value
In 1986, Suntory released the 100% barley Malt's beer, and in 1994 we established the happoshu market with the introduction of Hop's Draft. We continue to introduce value into new categories, including Jug-nama, which uses corn as its base, and Kinmugi, with its barley carefully selected for flavor, as well as the reduced-carbohydrate Kinmugi (75% Less Sugar) *1. In 2015, we released The Premium Malt's Master's Dream in the super premium class and The Malt’s as an “umami” beer. In March 2016, we released The Premium Malt's Kaoru Ale as a new concept of ale beer.
Suntory has also actively developed new products bringing new value to consumers in the non-alcoholic beer-flavored beverages category, in which demand is rising. In August 2010 we released the world's first*4 non-alcoholic, no-carbohydrate, zero-calorie*5 beer-flavored beverage, All-Free. Both its functions and its “properly beer-like flavor” and “clean aftertaste” have been highly regarded.
We will continue our unceasing efforts in our R&D to deliver new value to our customers.
*1 Compared to Suntory's Kinmugi
*2 Contains 0.00 mg of purine per 100 ml.
*3 The Nutrition Labeling Standards provide that zero (0) sugar means less than 0.5 g of sugar per 100 ml.
*4 In the beer-flavored beverages category, according to a survey performed by Suntory
*5 In accordance with nutrition labeling standards.
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