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2 clusters · 5 sources · 3 days · First seen · Last updated

Beverage companies promote non-alcoholic alternatives in JP

Overview

Beverage companies in Japan are conducting specialized pop-up events to promote non-alcoholic and tea-based spirit alternatives.

In early September, Suntory hosted an experiential event in Tokyo’s Otemachi district to encourage non-alcoholic beverage consumption during lunch hours. The initiative aimed to rebrand non-alcoholic choices as proactive and “fun” rather than passive, utilizing a specialized vending machine setup to facilitate the experience.

Following this, other brands expanded the focus to evening and cocktail-style experiences. Asahi Breweries launched a pop-up bar in Shibuya to promote its Wilkinson “Tag Sober” series, marketed as “night-specific carbonated water” for those seeking a bar atmosphere without alcohol. Concurrently, Yaso Co., Ltd. organized collaboration events in Tokyo and Nagano featuring Taiwanese tea-based spirits from S. C Lab, utilizing local bartenders to craft original cocktails.

Entities

Wilkinson · S. C Lab · Shibuya · Asahi Breweries · Suntory

Timeline

  1. 6 days ago

    [BUSINESS] 3 sources
    Beverage brands host specialized non-alcoholic pop-up events in Japan

    Beverage brands are launching specialized non-alcoholic and tea-based spirit experiences in Japan, including pop-up bars in Shibuya and collaboration cocktail events in Tokyo and Nagano.

  2. 8 days ago

    [BUSINESS] 2 sources
    Suntory hosts Tokyo event to promote non-alcoholic lunchtime refreshment

    Suntory hosted a pop-up event in Tokyo's Otemachi district to promote non-alcoholic beverages as a proactive lunchtime refreshment option.

Sources

getnews.jp · news.cube-soft.jp · prtimes.jp · shokuhin.net · wandsmagazine.jp