Asahi’s Innovation Journey: Crafting Tomorrow’s Beverages (Part Two)

In our last blog, we shared the story of the Asahi Super Dry Nama Jokki Can, a product that transformed the ordinary into the extraordinary. Today, we shift our focus to another innovative creation: Mirai no Lemon Sour, which translates to "The Future of Lemon Sour". This beverage faced significant challenges on its journey to market, and we are proud to share the insights gained throughout this process.

The Science Behind Floating Lemon Slices in a Can

When we introduced the full-open can with the Asahi Super Dry Nama Jokki, it marked a major breakthrough in packaging technology. Developing this innovation wasn’t easy—it required overcoming substantial technical hurdles to ensure both safety and a fresh, draft-like experience for our consumers but with Mirai no Lemon Sour, we faced even greater challenges.

This time, the can not only had to open fully but also needed to ensure that real lemon slices would float, delivering a unique sensory experience. Achieving this required meticulous engineering to perfect the thickness of the lemon slices. Our R&D team, composed of 80 dedicated members, invested countless hours in this endeavor. After extensive trials, they found that a 5mm slice was the sweet spot for both floating and manufacturing efficiency. As Tasuku Yamada, our New Brand Development Department manager, explained, “The only power source is the force of the escaping carbon dioxide. We pursued the thickness of the slices that would float up using this force, and discovered that 5mm was the optimal choice.”

Tackling Hygiene Management Challenges

Hygiene management presented another major challenge. We knew that maintaining high-quality standards while preventing the growth of bacteria or microorganisms was crucial. Despite this, there was a shared sentiment within the company that ‘if we don't innovate, we won't have a future’ in the competitive ready-to-drink (RTD) market. Rather than merely competing for market share, we aimed to create something truly unique that embodied our vision for the future of RTD beverages. To address these hygiene concerns, we innovatively blended lemon slices with liquid sugar before drying them. This method allowed the lemon slices to absorb moisture when immersed in the sour liquid within the can, resulting in a fresh taste and texture. But that was just the start.

"The next issue we had to overcome in commercializing the product was the lemon supply system. Since it's something you put in your mouth, we started by looking for a production area where we could find a stable supply of lemons that had not been treated with chemicals after harvesting.”

Finding a reliable lemon supply was crucial. As the lemons would go directly into our product, we needed to source them from a region that could provide a stable supply without post-harvest chemical treatments.

For production efficiency, Asahi Breweries developed a specialized parallel link robot to fill the cans with lemon slices, which has since been incorporated into our factory line—another example of our commitment to innovation at every step.

Testing the Waters: Market Trials and Consumer Feedback

Even after overcoming these technical and production challenges, the road to commercialization wasn’t entirely smooth. We rigorously tested the product to meet the highest safety and quality standards. Market testing was essential to ensure that our innovative packaging resonated with consumers and didn’t just come across as a novelty.

Looking Forward: What’s Next for Asahi

The successful launch of Mirai no Lemon Sour is a testament to Asahi’s unwavering commitment to innovation and quality. This journey has underscored the importance of collaboration across industries and functions, involving everyone from R&D to manufacturing and market execution. As we look ahead, the lessons we’ve learned from developing and commercializing Mirai no Lemon Sour will continue to shape our approach to innovation, ensuring that every product we bring to market not only meets but exceeds consumer expectations.

Want to know more insights about our approach to R&D innovations? Hear it straight from our Group Chief R&D Officer, Manabu Sami, here.

Note: If you're planning a trip to Japan and are keen to try our Mirai no Lemon Sour product, you're in luck! This product is available in certain regions and only while supplies last.

Starting from November 19, 2024, you can find our product in the following prefectures and areas: Tokyo, Saitama, Chiba, Kanagawa, Yamanashi, Ibaraki, Tochigi, Gunma, Niigata, and Nagano.

From December 17, 2024, we'll also be launching limited sales of our product in additional regions and prefectures, including: Aichi, Gifu, Shizuoka, Mie, Toyama, Ishikawa, Fukui, Osaka, Kyoto, Hyogo, Nara, Shiga, and Wakayama.

So, if your travels take you to these areas in Japan during these dates, don't miss the chance to try our Mirai no Lemon Sour!