Aiming to Become the “Most Beloved Beer” of Our Customers Through an “Overwhelmingly Delicious Taste Experience”
With The Premium Malt's, Suntory Beer's flagship brand, we have continued to strive relentlessly toward great flavor with the goal of creating the world's finest pilsner beer. As our customers' lives change significantly, we are proposing ways for people to bring some variation to their everyday lives by spending time rewarding themselves with a premium beer.
We will continue to evolve in touch with the times as we work to revitalize the beer market.
Suntory's Choice to Brew Using Natural Water
Right: Suntory's beer plant locations.
Suntory insists on using only natural underground water for our beer and the new category of beer-flavored beverages produced in Japan.
Since 1963, when Suntory first began making beer, we have strived for using quality water, which makes up for about 90% of the raw materials. Accordingly, we build our plants in locations with abundant access to ground water and take advantage of our excellent balance of minerals and ions when we produce our beverages. The water comes from deep wells and has been filtered through many rock layers over time, making the water clear and of reliable quality.
Starting in 2011, we attached the "Made in Natural Water Beer Plants" logo to all of our beer products and beer-flavored beverages sold in Japan. We express our dedication to water quality to our consumers.
Our Commitment to Creating Beverages That Add Value
In 1986, Suntory released the 100% barley Malt's beer and in 1994 established the happoshu market by introducing Hop's Draft. We have continued to introduce new value propositions, including Jokki-nama, which uses corn as its base, Kinmugi, which brings out the umami of barley, and Kinmugi <75% Less Sugar*1>, with fewer carbohydrates. In 2015, we released The Premium Malt's Master's Dream in the super premium class of beers, and in 2016, we released The Premium Malt's Kaoru Ale as a new type of ale beer.
In response to rising consumer demand for non-alcoholic beer-flavored beverages, in August 2010, we released the world's first*2 non-alcoholic, no-carbohydrate, zero-calorie*3 beer-flavored beverage, All-Free. In addition to its health benefits, All-Free's beer-like flavor and clean aftertaste have received wide acclaim.
In 2019, we introduced KARADA-WO-OMOU All-Free,
the brand’s first product with function claims, and in 2021, we launched the Perfect Suntory Beer, which maintains the real delicious taste of beer while containing zero sugar*3.
We further opened up a new market for beer with the release of Suntory Beer Ball, a new style of beer that customers can enjoy mixed with soda.
In 2023, we launched Suntory Draft Beer, a new type of draft beer for the coming era that features a thoroughly satisfying mouthfeel and unprecedented*4 drinkability.
We will continue our unceasing efforts in our R&D to deliver new value to our customers.
*1 Compared to Suntory's Kinmugi
*2 In the beer-flavored beverages category, according to a survey performed by Suntory
*3 In accordance with nutrition labeling standards
*4 In-house comparison
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