News

No.10986   January 18, 2011

The World's First* Blue Rose
SUNTORY blue rose APPLAUSE Goes on Sale Nationwide Campaign Underway Encourages Consumers to Submit Sentiments
Winners to Receive a Dear APPLAUSE Blue Rose and Perfume Gift Set


Suntory Flowers (Chiyoda Ward, Tokyo, President: Tokuro Morimoto) will expand the sales area for SUNTORY blue rose APPLAUSE, the world's first* blue rose, and begin selling the rose throughout Japan (excluding Okinawa) starting January 9, 2011**.

  • *With nearly 100% blue-pigmented petals
  • ** Sales to start March 26, 2011 in Hokkaido, Aomori, Iwate, and Akita Prefectures.

SUNTORY blue rose APPLAUSE represents the Suntory Group's success in developing the world?s first blue rose with nearly 100% blue-pigmented petals. The unique and unprecedented characteristics of this rose are its color, which recalls the delicate blue of the dawn sky, and its refined, colorfully refreshing scent. APPLAUSE first went on sale in November 2009 in Tokyo, the Kyoto-Osaka-Kobe region, and Aichi Prefecture. Additional sales began in November 2010 in Fukuoka and Miyazaki Prefectures. The rose is a popular choice as a gift for special occasions, including proposals, anniversaries, and birthdays.

In conjunction with the nationwide sales launch from January 29 (Sat.) to March 28 (Mon.), a campaign to collect sentiments from the public that they would like to convey with a blue rose is being conducted on the Suntory Flowers website (http://www.suntorybluerose.com). Of the ideas submitted, 100 will be selected to win a Dear APPLAUSE set consisting of an APPLAUSE rose and perfume.

About SUNTORY blue rose APPLAUSE

Origin of the name

Suntory selected APPLAUSE as the name for its blue rose as a symbol of congratulations for those whose dreams have come true, as well as of encouragement for those pursuing a dream, whatever it may be.

Symbol of "dreams come true"

Thanks to Suntory?s conviction that unstinting commitment to a dream can even achieve what some said was impossible, the blue rose saw the light of day.

Blue rose development: after nearly 20 years of R&D, commercialization at last

Rose breeding has a long history. To date, tens of thousands of varieties have been created, with red, white, pink, yellow and other pigmentation. However, because roses lack the plant pigment delphinidin, which gives a blue coloring, the "blue rose" was said to be a synonym for "impossible."

In 1990, Suntory embarked on research with the aim of developing a blue rose. Success was finally achieved in 2004 after introducing a gene for blue pigment from the pansy. In 2008, Suntory moved forward with production, distribution and sales after receiving certification under the Cartagena Protocol on Biosafety (a supplement to the Convention on Biological Diversity that regulates the use of genetically modified organisms). In 2009, sales began after nearly two decades of research and development work. This work is continuing with the goal of achieving even higher levels of blue pigmentation.

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