"All Free, All Time" Because it's transparent, you can use it anytime, anywhere without hesitation.
Suntory Beer will begin selling its non-alcoholic beer-flavored beverage "All Free All Time" exclusively at convenience stores nationwide starting June 19.
Ahead of the launch, on May 8th, a product presentation was held at Roppongi Academy Hills in Minato Ward, Tokyo, introducing the background and concept behind its development.
The market for non-alcoholic taste beverages continues to expand as flavors evolve.
Born from the "All Free" brand, which underwent a major renewal in February, "All Free All Time" was developed not only as a "beer substitute beverage" but also with "demand for sugar-free carbonated drinks" in mind.
To break away from the impression of beer, the container is a 380-milliliter PET bottle. Furthermore, by making the contents transparent, it was finished as a new-sensation beverage for adults that can be enjoyed anytime, anywhere, without hesitation, regardless of the drinking occasion or time. The taste leverages the company's expertise, achieving both the bitterness of beer and the refreshing quality of carbonation.
As the company's first PET bottle product and a clear beverage, it reportedly underwent an overwhelmingly higher number of prototypes than usual.
Ryo Otsu from the Brand Strategy Department of the Marketing Division stated, "This was a highly challenging product for us. There were lively discussions during development, and we struggled to find the optimal balance between a high-quality bitterness reminiscent of beer and a refreshing lime flavor."
After approximately one year of development, the product is finally nearing launch. Otsu expressed his aspirations: "We aim to further invigorate the non-alcoholic beer-flavored beverage market more than ever before and expand the ways and occasions people enjoy drinking it."
Joining Otsu at the launch event were Yuichi Kato from the Beer Product Development Research Department and Kaoru Kojima from Suntory Communications, who handled the bottle design. They shared behind-the-scenes stories about the development.
Kojima explained the reasoning behind adding icons to the label depicting drinking scenarios like "With lunch," "During meetings," and "After sports," stating, "Since this is a completely new type of beverage, it's crucial that people first notice it and become interested." He also incorporated a playful element: peeling off the icon label reveals stars and lightning bolts, originally designed as decorative elements for the bottle. The PET bottle's height was set to match 500-milliliter cans for optimal shelf display.
Mr. Kato, the development manager, reflected, "Developing with 'transparency' as a premise required various adjustments and was uncharted territory." He expressed his anticipation, stating, "This product is a beer-flavored beverage that combines features like calming the mood while also energizing. I'm looking forward to its launch."
Alongside the launch date, approximately 300,000 samples will be distributed nationwide, alongside transportation and digital advertising campaigns.
Product site:
https://www.suntory.co.jp/beer/allfree/alltime/
Was this article helpful?
Share this article
