News Release

  • No.SBF0512(2017/3/23)

Suntory Oolong Tea - Revamped

Updated taste and design for long-selling brand first released in 1981!

Suntory Beverage & Food Limited (SBF) announces the launch of a newly revamped version of its Suntory Oolong Tea on May 9, 2017 (Tuesday).

Suntory Oolong Tea was first launched in 1981 as a canned oolong tea. During that time, consumers were not accustomed to buying and drinking pre-made tea so the idea of canned tea, much less oolong tea, was completely foreign to most consumers. Since launch, Suntory Oolong Tea gradually expanded its customer base to a point where now many customers drink Suntory Oolong Tea for daily hydration and as a beverage to have with meals. Today, Suntory Oolong Tea is a long-selling brand boasting over 35 years on the market.

To reacquaint users to the unique value and delicious flavor of Suntory Oolong Tea, SBF is introducing sweeping innovations to the Suntory Oolong Tea. Maintaining the flavor richness synonymous with oolong tea, Suntory Oolong Tea is modernized to provide a more refreshing aftertaste and the product packaging features a new bottle.

●Characteristics of the product’s flavor
Using our proprietary tea leaf extraction technology, the new Suntory Oolong Tea maintains the richness and aroma that consumers love about oolong tea while offering an innovative flavor with a refreshing aftertaste that doesn’t become astringent over continuous consumption.

●Package characteristics
The new product features a cap with a distinguishing brown color*1and a stylish representation of the rich, sharp flavor of oolong tea. The label is based in off-white tones and features a larger logo to achieve a simple yet bold impression.

*1: Large-volume PET bottles use a white cap.

●Use of environmentally-friendly packaging materials
With the revamping and re-launch of Suntory Oolong Tea, SBF changes the label of the Oolong Tea PET bottle*2 from the traditional oil-based gravure printing to water-based flexography.
This change virtually eliminates the production of volatile organic compounds (VOC) and reduces per-label CO2 emissions during the label printing process by approximately 80%.

*2: Excludes shrink-wrapped labels and certain other products.

Prior to launch, SBF conducted its largest sampling activities ever for Suntory Oolong Tea, a campaign that featured offering 3 million bottles, and tapped Miranda Kerr for television commercials as part of campaign efforts to convey the appeal of the new, stylish Suntory Oolong Tea and generate excitement around the launch of the revamped Suntory Oolong Tea.

-- Memo --

▼Product overview

Product nameVolumeMSRP
(tax not included)
PackagingRelease date
Suntory Oolong Tea 2 liter PET bottle ¥330 6 bottles/case May 9 (Tuesday)
1 liter PET bottle ¥210 12 bottles/case
1 liter paper pack ¥220 6 bottles/case
525 ml PET bottle ¥140 24 bottles/case
500 ml* PET bottle ¥140 24 bottles/case
435 ml* PET bottle ¥124 24 bottles/case
340 g can ¥115 24 bottles/case
200 ml bottle ¥90 24 bottles/case
190 g can ¥115 30 bottles/case
160 g can ¥70 30 bottles/case

*Vending machines only

▼Region    Nationwide

▼Suntory Oolong Tea website (Japanese only)

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