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Suntory Beverage & Food Limited (SBF) announces the launch of a newly revamped version of Suntory Green Tea Iyemon on May 12, 2015 (Tuesday) in Japan. The new Iyemon is based on its novel concept of changing flavors in tandem with changing drinking styles and drinking settings.

Iyemon has a richly delicious flavor, which is achieved by using Japanese tea leaves carefully selected by a “chasho” (master tea blender) from the venerable tea company Fukujuen in Kyoto. As such, it has proved hugely popular since its launch in 2004.

The major focus in this renewal concerned the fact that drinking styles and drinking settings vary depending on the type of container and volume, and that amounts consumed, preferences, and drinking situations vary depending on the season. As a gesture of traditional Japanese thoughtfulness, the flavor of the tea will be changed in tandem with drinking styles and seasons, overturning the conventional notion that flavor should remain the same throughout the year no matter the type of container or volume. This novel proposal, whereby we provide the most delicious green tea to suit each time of the year, is unique to Iyemon; tea from the venerable tea company. It is hoped that doing so will invigorate the green tea market.

●Flavor Design

(1) Flavor Design to Suit Drinking Styles and Drinking Settings
For each type of container and volume, we will change the flavor to suit drinking styles and drinking settings. In the case of the large volume products (2 liter PET bottles etc.,) the tea is typically served chilled and enjoyed by the family together during a meal. Accordingly, we have designed a flavor that goes well with a meal. Specifically, we opted for a fragrant aroma and refreshing astringency, and used Japanese tea leaves judged to be good for mealtimes by a “chasho” from Fukujuen in Kyoto.

(2) Design of Delicious Flavor for each Season
With regard to smaller PET bottle products, we focused on the fact that drinking styles and physiological needs vary according to season and temperature, and that the value customers place in green tea beverages varies likewise. Accordingly, we designed flavors to correspond to each season. During spring and summer, water absorption rate rises, and people like to gulp down tea to refresh the body and mind. Therefore, for these seasons, we prepared a flavor that delivers a cool, refreshing sensation. As for autumn and winter, water absorption rate is down, and people want to drink their tea slowly and relax. Therefore, for these seasons, we prepared a flavor that delivers a sweetly fragrant aroma. We will provide the most delicious tea for each season, using the ideal ingredients and tea-making methods to suit the season in question. In the first phase of the launch of the renewed, which is scheduled for May 12 (Tuesday), in smaller containers, especially 500 ml PET bottles, we will prepare fresh-tasting Iyemon containing shin-cha(“new-tea,”) which is only available at that time of the year.

●Fresh Matcha (Powdered Green Tea) Production Method

For the smaller PET bottle products, we used “Fresh matcha production method,” a new production method exclusive to our company. By adding finely ground matcha to coarsely ground matcha, we have achieved a product that delivers the fresh taste of handmade tea and the sweetness of high quality matcha.

●Packaging Design

The symbol of new Iyemon brand, namely the character for tea (茶) enclosed within a white circle, has been placed at the center of the design. The design is intended to convey our willingness to provide the most delicious tea to suit the changing seasons and the various drinking styles and drinking settings. We have also added the words “老舗のお茶 SINCE 1790 (tea from venerable tea company; since 1790)” to convey the fact that the tea is from Fukujuen in Kyoto, a company that was founded in 1790 and is still in business today.

●Marketing

We will invest in a television commercial to proactively draw people’s attention to the novel proposal from Iyemon; tea from venerable tea company and the fact that it embodies traditional Japanese thoughtfulness. The tagline to be used for this purpose is “Deliciousness changes with each season.”

--   Memo   --

▼Product overview

* Contains shin-cha (“new-tea,”).

▼Release date        May 12, 2015 (Tuesday)

▼Region        Nationwide

▼Iyemon website (Japanese only)
　　http://iyemon.jp/