Calpico new flavor innovation grape flavor to enjoy nightime! The trend of product names appealing to specific scenes and emotions is on the rise.

Asahi Beverages released the ‘Calpis Soda Enjoying the Night with Grapes’ on December 26, 2023, a milky carbonated beverage. This product features the use of fully ripened Kyoho grape juice, offering a rich aroma, finely nuanced flavor, and a pleasantly stimulating carbonation—ideal for relaxing during the night. Appreciated for its refreshing mouthfeel with gentle carbonation, it is praised for allowing the enjoyment of the natural acidity and astringency of grapes. In terms of trends, the combination of Calpis and grapes remains popular each year, and this particular product is emphasized as being developed for those who want to savor their evening relaxation time or transition their mood from on-time to off-time.

Priced at around 173 yen(1.16USD), the 450mL PET bottle

This is interesting product name ‘ Calpis (Calpico) soda enjoying the night, grape flavor’ . One of consumer insight is that oung people in Japan tend to choose cafes as the ‘second stop’ after meals, valuing the time spent in cafes more than consuming alcohol. The trend is influenced by a shift away from alcohol consumption, with night cafes becoming chosen as a space for communication where ‘not having alcohol is not a problem.’ The popularity of night cafes is also attributed to the influence of South Korea’s cafe culture and the trend of embracing relaxation, contributing to the phenomenon known as the ‘night cafe boom.’ Responding to the desire for a relaxed time after daytime activities, night cafes serve as spaces for socializing with friends and enjoying personal time alone. These factors combined have made night cafes a trend, particularly among young people.

※Asahi’s Calpis was first introduced in Japan in 1924, gaining popularity as a lactic acid beverage. Subsequently, derivative products like Calpis Water and Calpis Soda emerged, becoming well-loved both within Japan and internationally.

Source;ASAHI SOFT DRINKS Co.,LTD.press release December 15th 2023 

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