Continually Inspiring Customers with Something New

While nurturing a Western liquor culture involving beverages such as whisky and liqueurs for many years in Japan, Suntory has also directed concerted efforts to providing customers with bottled cocktails and canned chu-hi (shochu hi-ball) to enjoy in relaxed circumstances. We combine engineering skills developed in our various liquor and general foods businesses to introduce new products with new value continually. These varied products include The Cocktail Bar, which brought the flavor of authentic bar cocktails into the home; the reasonably priced Super Chu-hi, which ignited the canned chu-hi market; Calori., a product that created a new "low calorie chu-hi" category; and the Suntory Chu-hi Okinawa Series, which combines popular Okinawa-grown fruits with Okinawan awamori, a traditional rice shochu.
In 2005, we launched -196°C, a chu-hi employing a "freeze-crush infusion"* (FCI) technique to capture the freshness of fruit that brought a breath of fresh air to the chu-hi market and attracted considerable public interest.
Looking to the future, we will continue to bring a flexible approach and a challenging spirit to the pursuit of product development aimed at establishing and cultivating our brands in this market segment. And we will maintain our tradition of continually introducing new value that provides inspiration for our customers.
*A new production process involving infusion of instantaneously frozen and crushed fruits into alcohol at -196°C Celsius to produce chu-hi