Suntory, the “Champion” – Warriors? Will they be the best? The battle for the “best drink” in the RTD “canned chu-hi & highball” industry
Latest Business Report (Part 2)
Who will break the stronghold of “champion” Suntory?
As the long-lasting “Strong Boom” is coming to an end, the beverage industry is searching for a new “ultimate drink” RTD (*An abbreviation of “ready-to-drink. The “champion” Suntory, which boasts an overwhelming share of the RTD industry (canned chuhai, canned cocktails, canned highballs, and other alcoholic beverages other than beer that can be opened and consumed immediately), is now struggling to break the monopoly of its rivals.
Takara Shuzo, known as the original RTD company with its “Shochu Highball” and “Takara can chu-hi,” has surpassed Suntory in the “tea-serving war.
“In March ’24, Suntory launched “Kodawari Shochu no Ocha Sour – Iemon”, but it is no longer manufactured. Takara Shochu no Yawaraka Ochawari” is now dominating the market. However, the scale of sales of tea wari as a percentage of the industry is quite small. ……” (beverage expert Takahiro Ezawa)
In June 2012, Asahi Breweries, the fourth largest brewer in the industry, which had caused a “shift away from Strong” by advocating “Smadori,” succeeded in developing the “supreme drink” in the lemon sour market.
It was the world’s first canned chu-hi “Lemon Sour of the Future,” which contains lemon slices. This product is the culmination of the technology of the king of the beer industry, and is based on the technology of the “Super Dry” draft jockey can. When the round top lid is popped open, the lemon floats up, which is fun to see.
However, it will be difficult for this to become the “Super Dry” of the RTD industry. This is because while other products can be purchased for as little as 100 yen, this one is expensive at almost 300 yen.
Coca-Cola, the 6th largest company in the industry, had a smash hit in 2009 with “Lemon Sour: The Graduates,” but its momentum has slowed with the arrival of the sugar-free boom. The company launched “Unsweetened Graduates: Unsweetened Nigori Lemon,” but it seems to have had difficulty reaching “Graduates” fans who liked the sweetness and drinkability of the product.
Meanwhile, fifth-placed Sapporo, which like Coca-Cola is far behind the champion, struggled with “Thin Lemon Sour,” launched in 2011, but succeeded in giving Suntory a run for its money with a high-stakes product.
“Sapporo Sour Hyosai 1984,” released in February ’25, prevented Suntory’s “Kodawari Sakaba no Taco Hai” from taking sole possession of the market.” This canned sour was made from “Sapporo White Brandy Hyosai,” which had been marketed to restaurants since 1984, and its simple taste and somewhat nostalgic design made a good impression on consumers. The year 2014 will be a year of competition to see how well it can catch up to Taco High.
While other companies are burning to topple the champion, Suntory is also creating new hits.
The Peel,” a lemon sour launched in April ’25, surpassed half of its annual sales plan within two months of its launch, and in December, the package design was redesigned. It is a dry sipper with no added sugar, but the bitterness of the peel (peel) adds depth to the flavor, making it healthier than “-196” and “Kodawari Sour” and easier to pair with meals,” said Ezawa.
The battle in the RTD industry is only going to get more intense.
Part 1: Research on the RTD “canned chu-hi and highball” industry! Suntory’s “supreme drink
From the January 30/February 6, 2026 issue of “FRIDAY