No.SBF0264( 31, 2015 )
New Suntory Green Tea Iyemon
A novel proposal unique to Iyemon; tea from a venerable tea company
“Changing flavors to coincide with changing seasons,
drinking styles and drinking settings”
Suntory Beverage & Food Limited (SBF) announces the launch of a newly revamped version of Suntory Green Tea Iyemon on May 12, 2015 (Tuesday) in Japan. The new Iyemon is based on its novel concept of changing flavors in tandem with changing drinking styles and drinking settings.
Iyemon has a richly delicious flavor, which is achieved by using Japanese tea leaves carefully selected by a “chasho” (master tea blender) from the venerable tea company Fukujuen in Kyoto. As such, it has proved hugely popular since its launch in 2004.
The major focus in this renewal concerned the fact that drinking styles and drinking settings vary depending on the type of container and volume, and that amounts consumed, preferences, and drinking situations vary depending on the season. As a gesture of traditional Japanese thoughtfulness, the flavor of the tea will be changed in tandem with drinking styles and seasons, overturning the conventional notion that flavor should remain the same throughout the year no matter the type of container or volume. This novel proposal, whereby we provide the most delicious green tea to suit each time of the year, is unique to Iyemon; tea from the venerable tea company. It is hoped that doing so will invigorate the green tea market.
(1) Flavor Design to Suit Drinking Styles and Drinking Settings
●Fresh Matcha (Powdered Green Tea) Production Method
For the smaller PET bottle products, we used “Fresh matcha production method,” a new production method exclusive to our company. By adding finely ground matcha to coarsely ground matcha, we have achieved a product that delivers the fresh taste of handmade tea and the sweetness of high quality matcha.
The symbol of new Iyemon brand, namely the character for tea (茶) enclosed within a white circle, has been placed at the center of the design. The design is intended to convey our willingness to provide the most delicious tea to suit the changing seasons and the various drinking styles and drinking settings. We have also added the words “老舗のお茶 SINCE 1790 (tea from venerable tea company; since 1790)” to convey the fact that the tea is from Fukujuen in Kyoto, a company that was founded in 1790 and is still in business today.
We will invest in a television commercial to proactively draw people’s attention to the novel proposal from Iyemon; tea from venerable tea company and the fact that it embodies traditional Japanese thoughtfulness. The tagline to be used for this purpose is “Deliciousness changes with each season.”
-- Memo --
* Contains shin-cha (“new-tea,”).
▼Release date May 12, 2015 (Tuesday)
▼Iyemon website (Japanese only)