News

No.11134   August 2, 2011

Non-Alcoholic Cocktails
Suntory Non-aru-kibun New Release New Product Feels Like a Cocktail While Offering Three Zeros: Zero Alcohol, Zero Calories, Zero Sugar


Suntory Liquors Limited released its new Suntory Non-aru-kibun non-alcoholic cocktails nationwide on October 4.

Over the past several years, the non-alcoholic beverage market has seen continuous growth, primarily led by non-alcoholic beers. In 2011, sales are expected to grow to about 29 million cases*1 (a 34% increase over the previous year).

Our research suggests that non-alcoholic beverages are being increasingly consumed during leisure time between household chores and during the times people spend relaxing with their families. It also suggests that there is a growing need not only for beverages that taste like beer, but also for beverages that taste like cocktails.

Our non-alcoholic cocktails combine the liqueur and spirits production technologies that Suntory has cultivated since its inception, with our cocktail development technologies and our non-alcoholic beverage development know-how, which has already been reflected in our All-Free non-alcoholic beer. In addition to "tasting like a cocktail," this product offers three zeros: "0.00% alcohol," "zero calories,"*2 and "zero sugar."*3

  • *1 1 case = 24 × 250ml equivalent.
  • *2 Based on nutrition labeling standards, which allow a beverage with fewer than 5 calories per 100ml serving to be labeled "zero calorie."
  • *3 Based on nutrition labeling standards, which allow a beverage with fewer than 0.5 grams of sugar per 100ml serving to be labeled "zero sugar."

Flavor Notes

To create a beverage that "tastes like a cocktail" without using alcohol, we have recreated the complex flavor compounds that are unique to liqueur and spirits using our own proprietary Real Taste Process, and have also recreated the "deep flavors of fruit."

Cassis Orange Taste

This non-alcoholic cocktail is made in the standard cocktail flavor of Cassis Orange. With a superb balance of cassis and orange, it has a floral flavor with both fruity and sweet-and-sour characteristics.

Gin Lime Taste

This non-alcoholic cocktail has been created to mimic the flavor of a Gin Lime, a cocktail particularly popular among men. This beverage recreates the spicy and herbal notes characteristic of gin, and combines them with the refreshing flavor of lime to create a crisp, clean tasting drink.

Salty Dog Taste

This non-alcoholic cocktail is reminiscent of a Salty Dog, a cocktail that highlights the popular flavor of grapefruit. It has the slightly bitter fruit flavor of white grapefruit as its base and is topped with subtle salty notes.

Naming and Packaging

The name Non-aru-kibun (lit. "nonalcoholic feeling") is intended to clearly communicate that this is a "non-alcoholic" beverage that can be enjoyed by consumers any time they "feel like making their beverage a non-alcoholic one." White is dominantly featured on the packaging to convey a soft tone.

Since this product was released, we have been conducting extensive sampling activities and developing an array of TV commercials to create a powerful launch impression for Non-aru-kibun's arrival on the beverage scene.

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