RTD Innovation from Japan World’s first Lemon sour with real lemon slices

“Future Lemon Sour” is a new lemon sour that allows you to experience the taste and aroma of lemon with all five senses. By using our unique full-open can, you can enjoy the rich lemon-derived aroma as well as the sight of lemon slices floating to the surface.

Asahi Breweries, Ltd. (Headquarters: Tokyo; President: Kazuo Matsuyama) will release “Future Lemon Sour,” the world’s first RTD with lemon slices floating when the lid is opened, in limited quantities in the Tokyo metropolitan area and nine prefectures in the Kan-shinetsu area from June 11 2024. Because it contains real lemon slices that can be eaten as is, each can offers a different flavor depending on the individual lemon and the timing of consumption.  Lineup is “Original Lemon Sour” and “Plain Lemon Sour”. 

There are 4 big companies of alcohol brands. Suntory , Asahi, Kirin and Saporro are diriving categories. Lemon Sour RTD alcohol is a most popular sour in Japan, and those big compaies are competing on added value products.

Source: Asahibeer press release