Georgia European Renewal Mr. Fujioka and Mr. Kakei seriously hand-dripping

Yuichiro Nitta, Senior Manager of the Marketing Division, discussed the product's evolution: "When launched in 2014, we achieved the taste of regular coffee with Sarutahiko Coffee's cooperation. Since then, we've continued to evolve our extraction and roasting methods, aiming to dispel the negative image associated with canned coffee. This time, we focused on every step of the manufacturing process to achieve the deliciousness of freshly brewed coffee from a specialty shop." He then introduced the new TV commercial, "Proof of Evolution," which begins airing on the 4th. The commercial also features Mr. Asayuki Otsuka, representative of Sarutahiko Coffee. Project Manager Yoshihisa Tachibana from the Tokyo Development Center, who led product development, revealed, "Recently, consumer preferences have shifted from balanced flavor to emphasizing a freshly roasted character." He explained the trial-and-error process to achieve this. Mr. Otsuka stated, "I believe the new product expresses that roasted flavor within the shop's world," hinting at the trust between the two. He also noted that introducing the "Barista Hand Method" allows them to meticulously reproduce the dedication of specialty shops.

 

At the venue, Toranomon Hills Cafe, actors Hiroshi Fujioka and Miwako Kakei appeared as guests. Fujioka is known as a coffee connoisseur who even produces his own coffee, while Kakei is a cafe-loving coffee enthusiast. Mr. Fujioka shared, "I often get treated to coffee overseas, and that experience got me hooked. It's the ultimate communication tool." Ms. Kakei commented, "I'm a beginner, but I absolutely love the atmosphere of cafes." When Mr. Otsuka explained that the key to brewing delicious coffee is "above all, preparation is crucial," Mr. Fujioka responded, "It's the same with acting. Good preparation adds depth to your performance."

Under Otsuka's guidance, the two challenged themselves with hand-drip brewing. They focused intently on the coffee, receiving advice on the "bloom" phase, the timing, amount, and speed of pouring the water. After tasting, they were thrilled: "It's so delicious I can't believe I made it myself," and "It's indescribable. The richness of the flavor is incredible." Otsuka also praised them, saying, "It's better than what I made. Your personalities really come through."

Tasting Georgia's new product for comparison, they remarked, "I haven't been this surprised in a long time. The aroma and refreshing quality are incredible," and "It's just like drinking at a cafe." They added, "Since I'm always on the move, it's great to have something so easy to enjoy. I'll definitely be drinking this regularly from now on," and "I want to keep this stocked at home. I think I'm going to love coffee even more."