Suntory Coffee BOSS 25th Anniversary 2nd Release in the Pride of BOSS Series

The culmination of 25 years of pride in being the “coffee of the working people.
2nd release features the rich aroma of freshly brewed coffee

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Suntory Beverage & Food Limited (SBF) announces the second release in the Pride of BOSS series, a canned coffee that embodies the 25-year history of BOSS as part of our celebration of the BOSS 25th anniversary.

Since first rolled out in 1992, BOSS has been a long-selling favorite that many consumers recognize as the “coffee of the working people.” By continuously enhancing our lineup with products that fulfill the diverse needs of our customers and through captivating TV commercials and consumer campaigns, BOSS has become a brand that is loved by our customers and that continues to achieve growth.

The Pride of BOSS aims to further invigorate the 185g canned coffee market, which accounts for about 70% of the coffee market, and epitomizes the 25-year history of BOSS and its reflection of changes in consumer preferences. The first in the series, released September of last year, was well-received among consumers and help drive the 185g canned coffee market.
In addition to the second release in the Pride of Boss series, we are conducted large-scale promotional activities to further invigorate the 185g canned coffee market.

●Characteristics of the product’s flavor
As a follow-up to the first release, which focused on the coffee bean, the second release in the Pride of BOSS series focuses on aroma. Using our new “aroma-sealing method” for BOSS canned coffee, we reduce aroma dispersal to achieve the rich aroma of freshly brewed coffee. Like the first release in the series, we again use dark roasted coffee oils to produce a flavor that expresses an elegant depth and aroma.

●Package characteristics
While borrowing from the popular design of the first release in the series, we choose bronze as the main color to express the aroma and delicious taste of coffee.

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●About the product
▼Product overview

▼Region　　　Nationwide

▼BOSS website (Japanese only)　http://suntory.jp/boss/

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  Pride of BOSS