Sapporo Nippon's Shin Lemon Sour
On March 22, Sapporo Beer launched Sapporo Nippon no Shin Lemon Sour (350ml can/153 yen, 500ml can/208 yen excluding tax, 5% alcohol content).
Under the strategic theme of "new standard food alcohol," it was developed in collaboration with POKKA SAPPORO FOOD & BEVERAGE. The new product was developed in partnership with POKKA SAPPORO Food & Beverage, utilizing the knowledge of "lemon professionals" and combining the good points of Pokka Sapporo's original "cloudy juice" and "clear juice" with the use of "semi-clear juice" with moderate richness and "lemon puree" with a juicy, full-bodied flavor and low bitterness. The lemon puree is used. The result is a juicy, refreshing taste that is more refreshing than lemon puree.
Mariko Kuroyanagi, who was in charge of marketing at Sapporo Beer, said, "We were able to develop a new lemon sour that only our company could produce by utilizing the assets of the Sapporo Group.
Mariko Kuroyanagi, in charge of marketing
<Developed by focusing on consumers' hesitation when choosing lemon sour>
Mr. Kuroyanagi takes a bird's-eye view of the recent canned chu-hi market.
In response, he said, "The concept is 'lemon sour that you can choose without hesitation.' We researched again what kind of taste is required for lemon sour, and aimed to create a product that can be drunk casually without hesitation on a daily basis. ”. Therefore, unlike the company's products with easy-to-understand characteristics such as "Sapporo Heavy Lemon Sour", "Kirate Lemon Sour", and "Lemon the Rich", it is universally sought after, "middle" deliciousness that does not get tired of drinking. said to have pursued
The reaction in the business negotiations was, "The lemon's fruitiness and refreshing taste are highly evaluated." It is said that the product concept was also sympathetic. "Although it was launched as a product that you don't have to worry about, it was developed in collaboration with Pokka Sapporo, which owns Pokka Lemon 100 and has an overwhelming presence in lemon juice. I think we were able to gain the trust of retailers.”
<Collaborative development is to realize “new standard” and “intrinsic value” of lemon sour>
In fact, both companies will become group companies in 2023, which is also the milestone of the 10th anniversary of the start of the business. It was the first jointly developed product after 10 years. 'Lemon the Rich', which we have, also used Pokka Sapporo's original ingredients, even though it was not jointly developed."
This time, it was necessary to pursue the essence of lemon sour and realize a lemon sour that you can choose without hesitation and a new standard, and collaborative development was an essential condition for that. We were able to gain a variety of knowledge, such as how to use lemon ingredients to achieve the ideal lemon flavor, and how to adjust the concentration of lemon juice.”
When asked, "Do you have any plans to release products jointly developed with Pokka Sapporo in the future?", he replied, "There are no immediate plans.", we will develop collaboratively."
<Promotion plans to publish the most significant TV commercial for the company's canned chu-hi>
Regarding the promotion, he said, "We are planning to run the largest TV commercial for (Sapporo Beer's) canned chu-hi. Rather than narrowing down the target, we will carry out promotions that appeal to a wide range of people."
In addition, he said, "We will develop sampling at real contact points and create a sales floor linked to TV commercials on a large scale." If you guess the name, you will win a new product campaign”.
<Appointed actor Yutaka Matsushige as the commercial character, choosing lemon sour to become a “lost sheep”>
The TV commercial has been aired nationwide since March 22nd, and Yutaka Matsushige, who has become a “stray sheep” at the lemon sour sales floor with too many types, will appear. He drinks "Nippon no Shin Lemon Sour" and expresses its deliciousness by saying, "(This kind of thing is so delicious)."
Mr. Matsushige, who has become a “lost sheep” with his visuals of splendid horns and wool curly hair, and his acting ability that can be mistaken for the cry of a real sheep, is the feeling of people who are worried about choosing lemon sour. It is a commercial that comically shows the deliciousness that you will never get tired of.