No.SBF0163( 24, 2014 )

Suntory Beverage & Food Limited


The Richest BOSS Ever
SBF Launches PREMIUM BOSS in Japan
- From Popular coffee brand BOSS comes PREMIUM BOSS
featuring a strong, full-bodied flavor -

Suntory Beverage & Food Limited (SBF) announces the latest addition to their BOSS coffee lineup. PREMIUM BOSS, featuring the richest, most full-bodied flavor ever achieved in a BOSS product, goes on sale nationwide on September 2 (Tuesday).

Since BOSS originally launched in 1992, the brand has remained a long-standing favorite among our customers. Known as the "coffee of the working people," over the past 22 years we have continued to offer a wide variety of BOSS flavors while working aggressively to grow the BOSS brand through interesting TV commercials and consumer campaigns.

Since entering this year, we have progressed with marketing activities focused on our major products (Boss Rainbow Mountain Blend, Boss Zeitaku Bito, Boss Muto Black, Boss Café au Lait). Sales were very strong with volume from January through May at 109% compared to previous year sales, which is greatly outperforming the overall coffee market.

Applying this 22 years of product development experience, SBF combined our original espresso with a fine grain coffee created using a new production method to achieve an authentic full-bodied flavor desired by canned coffee drinkers. The new PREMIUM BOSS offers the richest flavor ever achieved in a BOSS product.

● Drink characteristics

We focused on conventional methods for producing can coffee, which involved using a filter to remove coffee grounds – the key to a coffee's richness – after the pour in order to prevent flavor inconsistencies and excessive bitterness. For PREMIUM BOSS, we applied a new production method that involves flash freezing a mixture of high-quality coffee beans to condense their richness and flavor before grinding the beans into extremely fine coffee grounds that are then blended to the perfect mixture. And by adding the most espresso we have ever included in a BOSS product, we achieve richest, most full-bodied BOSS to date.

● Package characteristics

The luxurious can features 24 recessed edges and uses the BOSS brand colors of deep blue and gold to achieve a design worthy of the name PREMIUM BOSS. The package conveys that this is the richest, most full-bodied canned coffee from the long-standing favorite, BOSS.

Aligned with the timing of the fall product launch, we will conduct a diverse PR campaign, including the release of TV commercials and sponsoring consumer campaigns, to make the arrival of PREMIUM BOSS a highly publicized and special event.

- Details -

▼Product name, volume, MSRP (tax not included) and packaging
    PREMIUM BOSS             185 ml can    ¥115    30 units

▼Release date       September 2, 2014 (Tuesday)

▼Release region       National release

▼BOSS Website:      (Japanese only)