Xiaohongshu @ Design Graduate Students.
Do you still remember Suntory draft beer - the Suntory draft beer that was ridiculed by Weibo netizens as "born" because of the draft beer selling point "raw" in subway advertisements?
Xiaohongshu @ Design Graduate Students. 
Weibo @ a little more arrogant.
Suntory draft beer is a refreshing draft beer released by Suntory in April 2023. In less than a year, at the end of 2023, Suntory's draft beer sales have reached 3.99 million cases, which is about 13 times. Based on this, Suntory has set a sales target of 6 million cases for this product in 2024. [1]
Suntory Draft Beer was born against the backdrop of the Japanese beer industry's downward trajectory. According to Nomura Orient International** data, the CAGR of the Japanese beer industry from 2000 to 2021 was -10%。
Ayako Takeuchi, head of brand at Suntory's draft beer marketing headquarters, said that Suntory's draft beer products are delicious and suitable for consumers of all ages. Suntory hopes to revitalize the Japanese beer market by attracting the younger generation of non-beer drinkers, expanding its user base and increasing the depth of existing users. [2]
Suntory's draft beer products are unique in that they include not only malt and hops, but also corn grits, and the "triple decoction method", in which the wort is boiled three times in a brewing pot, makes Suntory's products more sweet and mellow, and has a complex but light aroma with a refreshing aftertaste. Some consumers describe the drinking experience as, "Smooth taste, crisp aftertaste, and seems to have a strong oral cleansing effect." ”[3]
Nikkei XTREND
When talking about product packaging and advertising ideas, Ayako Takeuchi once said, "In conversations with consumers, we found that users of standard beer do not like to express their tastes in detailed language. Suntory draft beer, which wants to revitalize the "Japanese beer industry," needs to be used as a standard beer to reach a wide range of users. This means that packaging design and advertising strategies that focus only on taste and shout out product features are not suitable for Suntory draft beer. [2]
Therefore, in the copy of the bottle, Suntory does not focus on describing the unique taste of the product, but only emphasizes the name of the manufacturer "Suntory" and the word "raw".
This "simple" style was also used by Suntory draft beer in the visual design of subway posters - there were no superfluous advertising words, only the screen full of "raw" characters and large "face-slapping" portraits of celebrities.
But there is ingenuity in simplicity, and the star lineup on the poster is strong, namely Kento Yamazaki, Moe Ueshiraishi, and Ken Sakaguchi.
2. The Comedy Duo" and Officer Money in the animation "Lupin III"; The celebrities are all holding wine glasses and showing "hearty" laughter, but the similar movements and expressions are slightly different; Although the word "sheng" is constantly repeated, the change in the size and placement of the font highlights the sense of staggeredness. The poster stretches all the way along the subway passage, more like showing a picture that it is difficult for passers-by to turn a blind eye.
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But it's not without ...... that the identical elements are lined up
Branding & Planning.
I want people to feel bright and positive through the ads, thinking, 'The beer is really good, and I feel like drinking it at the end of the day will give me energy.'" Ayako Takeuchi said. [2]
So, with this wave of sales and visual impact, do you feel the energy from Suntory draft beer?
Reference**: 1] "Times Shengxin Huangyi", 20241，suntory
2] "Half a Century Above Life One Direction One Direction One Life
3] Hideaki Nakayama, "Elimination ! Latest Productions Drink Ratio, 20235, Pyg. com
This article is the original of FBIF Food and Beverage Innovation, Author: Dajun, Editor: Bobo, **Please contact for authorization.