New Category from the Suntory Tennensui Brand A transparent lemon tea for enriched mornings The depth and aroma of tea with a refreshing aftertaste
On April 25 (Tuesday), Suntory Beverage & Food Limited (SBF) is launching the nationwide sale of the Suntory Tennensui PREMIUM MORNING TEA Lemon as part of its Suntory Tennensui Product lineup.
The Suntory Tennensui brand has continued to expand sales since it was first launched in 1991 and is a long-selling brand that has remained No. 1*1 on the mineral water market for 21 years consecutively. In 2016, Suntory Tennensui became the first brand for the Suntory soft drink business to achieve*2 annual sales of 100 million cases.
*1. Intage SRI Research: Mineral water sales volume, January 1996 through December 2016 (monetary amount)
1996 – 2001 total for SM/CVS/general liquor shops/beverage & food shops/bakeries
2002 – 2006 total for SM/CVS/drug stores/general liquor shops/beverage & food shops/bakeries
2007 - 2016 total for SM/CVS/drug stores
*2. Sales volume for 2016: 100.6 million cases. YoY 106%.
The launch of Suntory Tennensui PREMIUM MORNING TEA Lemon, a transparent lemon tea from the Suntory Tennensui brand, represents SBF’s efforts to create new categories and expand the beverage market.
During product development, we worked to address dissatisfaction among customers who felt that the appearance of flavored water looks like juice and that the appearance was too childish to place on their desk, as well as customers who drifted away from lemon tea drinks as they grew to become adults because the flavor was too sweet. Our solution was to create a stylish package that even adults can enjoy. We designed a beverage that is transparent while still offering the depth and aroma of tea and that features a refreshing aftertaste. In addition to incorporating the unique values of the Suntory Tennensui brand – clear and tasty and natural and healthy – we focused on mornings and the start of a new day. Amid a growing emphasis on “workstyle reform”, there is renewed focus on how we spend our mornings. This product represents our proposal for how to have an enriched morning on the way to having a wonderful day. Through the launch of Suntory Tennensui PREMIUM MORNING TEA Lemon, SBF aims to deliver new value to our customers.
●Characteristics of the product’s flavor
A focus on materials to achieve both the depth and aroma of tea and a refreshing aftertaste.
-Focus on raw materials
This product is made using Lipton “aromatic luxurious tea leaves” bursting with the aroma and depth of tea leaves, and carefully cultivated organic lemon juice.
-Focus on aroma
We achieved enriched aroma by lavishing extracting and using the vibrant aroma of tea leaves.
-Focus on aftertaste
We combined clear Suntory Tennensui and the natural tartness of organic lemon juice to create a refreshing aftertaste.
We created a stylish design perfect for having enriched mornings as the start to a wonderful day.
Features a black cap to express both the palatability and strong flavor of tea.
The upper portion of the bottle is debossed and features the text “PREMIUM” and “REFRESH & RELAX” to express enriched mornings.
We use a brown label imaged after the cup holders used in cafes and with the text PREMIUM MORNING TEA to express the enriched mornings spent by adults.
Prior to sales launch, we will conduct a marketing campaign based on the keyword “morning” featuring TV commercials and various other communications activities to add excitement to the launch of Suntory Tennensui PREMIUM MORNING TEA Lemon.
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(tax not included)
PREMIUM MORNING TEA Lemon
|550 ml||¥131||24 bottles/case||April 25 (Tuesday)|
▼Suntory Tennensui PREMIUM MORNING TEA Lemon website:
▼Suntory Tennensui website:
▽Customer inquiries regarding this release
Suntory Customer Center
Toll Free: 0120-139-320 2-3-3 Daiba, Minato-ku, Tokyo 135-8631
Suntory Beverage & Food Limited website: http://suntory.jp/sbf/