Suntory Holdings, a global beverage front-runner, is expanding its U.S. Ready‐to‐Drink (RTD) portfolio with the launch of MARU‐HI, a new Japanese-inspired sparkling cocktail.
MARU‐HI will launch in California in January 2025, with plans to expand to other states in the following year.
“This is a key part of Suntory’s ambition to become the leading global RTD company by 2030,” says Suntory RTD Company President Sho Semba.
MARU‐HI is a flavored malt beverage (FMB) inspired by Chu‐hi, a Japanese cocktail often enjoyed in traditional bars known as Izakayas. Chu‐hi culture has experienced strong growth and success in RTD formats, driving Japan to become the second largest RTD market in the world.
“Suntory has a unique competitive advantage in this space, bringing together expertise and craftsmanship in non‐alcoholic beverages and spirits,” Semba says. “Our expertise and commitment to quality enables Suntory to create superior products for consumers like MARU‐HI that are distinct within the category, with standout flavor.”
MARU‐HI is available in traditional citrus flavor, a subtle lemon lime blend at 5% ABV, and it delivers a unique and refreshing drinking experience that embodies the essence of Japan’s Izakaya culture and Chu‐hi flavor. MARU‐HI is available in 6 and 12 pack 12oz cans, as well as 24oz single cans.
“Our competitive advantage in the RTD category is our superior liquid design expertise and craftsmanship that we’ve accumulated in our over 100‐year history as a multifaceted beverage company,” Semba says. “We are overwhelming excited to introduce this new FMB product to the U.S. next year as we continue to build our presence in the U.S. FMB market across the Suntory Group.”
The global RTD market is on an expansion path, and by 2030, the company estimates the market to reach U.S. $50 billion.
The U.S. is the world’s largest RTD market where FMBs represent a significant share, and “our goal is to further expand our footprint in the FMB category by launching MARU‐HI,” Semba says.
“Like everything that they do, Japanese people view their product as a work of art and continue to produce a product in traditional and customary ways. Alcohol is no different,” says Derek Takeda, VP of Operation for the Japanese American Cultural and Community Center.
“These artisans dedicate their lives to their craft and to their company, and it is reflected in their product,” he adds. “They do not try to mimic anyone else’s product, but create their own distinct balanced flavor profiles that the world has really come to embrace.”
Suntory infuses Japanese craftsmanship and bold innovations into the company’s growing RTD portfolio, which includes:
To learn more about MARU‐HI, visit www.maruhi.com or follow @drinkmaruhi on Instagram, YouTube and @Maru‐Hi on Facebook. For more information, visit www.suntory.com and Drink Smart.
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“With our business and cultural philosophy, we inspire the brilliance of life, by creating rich experiences for people, in harmony with nature,” Semba says.
Sustained by the gifts of nature and water, Suntory has a diverse portfolio of products from award‐winning Japanese whiskies Yamazaki and Hibiki, iconic American whiskies Jim Beam and Maker’s Mark, canned ready‐to‐drink ‐196, The Premium Malt’s beer, Japanese wine Tomi, and the world‐famous Château Lagrange.
The brand collection also includes non‐alcoholic drinks Orangina, Lucozade, Oasis, BOSS coffee, Suntory Tennensui water, TEA+ Oolong Tea, and V energy drink, as well as popular health and wellness product Sesamin EX.
Founded as a family‐owned business in 1899 in Osaka, Japan, Suntory Group operates throughout the Americas, Europe, Africa, Asia and Oceania, with an annual revenue (excluding excise taxes) of $20.9 billion in 2023. Its 41,511 employees worldwide draw upon the unique blend of Japanese artisanship and global tastes to explore new product categories and markets.
“Our dedication to perfection is at the heart of our work,” Samba says. “Every stage from the very beginning of product development to the moment of consumption is the highest standards of quality and safety; we enrich consumers’ lives.”
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