TOKYO: Japanese drinks giant Suntory last year debuted a strong, lemony brew in Australia that quickly became the top seller in the canned cocktail market there. Now the company is aiming to replicate that success in North America, critical to its aim of becoming the global leader in the fastest-growing al
TOKYO: Japanese drinks giant Suntory last year debuted a strong, lemony brew in Australia that quickly became the top seller in the canned cocktail market there.
"Australia is a very important test market for the global strategy," said Makoto Kitaura, a senior general manager at Suntory. It also branded the canned cocktail -196 Double Lemon in Australia, highlighting the extreme cold that Suntory claims it uses to extract flavours from fresh fruit. The global canned cocktail market, which Japanese beverage makers created some 40 years ago with drinks known locally as"chu-his", is now the fastest growing alcoholic drink segment, as pandemic restrictions prompted more people to imbibe at home and cut higher calorie drinks like beer.
Suntory has made small inroads into the US market via its Sauza cocktail collaboration with Boston Beer Co, which makes Truly. Meanwhile, canned cocktails that use hard liquor like vodka or gin are taxed at about 45 cents a can, compared with about 8 cents for the seltzers that use malt liquor. Double Lemon, for example, uses shochu, a traditional Japanese liquor distilled usually from sweet potatoes.
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