Suntory Draft Beer
On April 4, Suntory will release Suntory Draft Beer nationwide.
350ml and 500ml, 5% alcohol by volume. No suggested retail price has been set. The estimated retail price is the same as that of "Perfect Suntory Beer," which was not revised in October 2022, and a 350 ml can is expected to be about 10 yen cheaper than the competitor's product.
The sales plan for the period from April to December is 3 million cases. Suntory plans to grow the brand into a standard brand with a scale of 10 million cases as early as possible next year and the year after that. Canned "The Malts" will be discontinued in March, but will continue to be sold in kegs and bottles for commercial use. Suntory Draft Beer" for commercial use will initially be sold on a trial basis, and the company will consider expansion after determining the response.
On March 28, a new product announcement and a new commercial presentation were held in Tokyo and Osaka.
Suntory Draft Beer" new product launch & new commercial launch
Eiichiro Nishida, Suntory Director, Managing Executive Officer and President of Beer Company, gave the background of the development. The beer category grew with the liquor tax revision in 2020, and the second revision in October 2023 will bring another tailwind. We have been challenging the recent shift away from alcohol and beer with Perfect Suntory Beer in 2021 and Beer Bowl in 2022, and we are now ready to launch a new product in the standard beer category. The history of our company's beer history is one of taking on the challenge of creating new markets with a "try it and see" spirit, starting with the world's first proposal of unfiltered draft beer in 1967. The Innovation Department, established in April 2021, will continue to take on the challenge of developing new products that are not bound by conventional concepts and development methods. This is the second product following the first beer ball. We hope this will lead to a true revitalization of the beer market.