Kirin Beverage launches ”JAPAN BLEND” tea which combines domestic ingredients with Japanese craftsmanship.

“JAPAN BLEND & CRAFT Grape Tea” to debut as the first installment on December 3, 2024, as a limited-time offering.

Kirin Beverage has launched a new series under its “Afternoon Tea” brand, “JAPAN BLEND & CRAFT,” which combines domestic ingredients with Japanese craftsmanship. The first product, a fruit tea beverage with 0.1% juice, “JAPAN BLEND & CRAFT Grape Tea,” will be available starting December 3 for a limited time. This new line aims to promote awareness of domestic ingredients while revitalizing the brand.

Unlike the premium “TEA SELECTION” series, which focuses on a sense of reward and quality, the new series is designed to attract a broader audience by emphasizing its use of domestic ingredients.

Insights from the New Product Presentation

At the product launch on November 11, Shinpei Otakeno, Brand Manager of the Marketing Department, expressed enthusiasm for the new series.
“We want people to rediscover the appeal of tea by blending domestic ingredients with Japanese craftsmanship. At the same time, we hope this will draw attention to the craftsmanship behind the ‘Afternoon Tea’ brand,” he explained.

The concept behind the series reflects the growing interest in domestic ingredients. Otakeno cited external data, stating that about 70% of consumers consider whether a product is made from domestic ingredients when purchasing food, with many willing to pay a premium for domestic products due to concerns over safety and quality.

Addressing Local Agriculture

Using domestic ingredients also aligns with Japan’s low food self-sufficiency rate. “We believe this series can play a role in promoting domestic consumption by highlighting the appeal of Japanese ingredients. Just as we collaborate with communities in Sri Lanka to deliver delicious tea, we aim to work with partners in domestic ingredient communities to enhance the value of tea through this CSV (Creating Shared Value) initiative,” Otakeno added.

First Product: Grape Tea

The first product in the series, “Grape Tea,” features domestic ingredients, including tea leaves from Kagoshima Prefecture and Nagano Purple grapes from Nagano Prefecture.

Kirin Beverage’s product development manager, Kozue Suzuki, highlighted the unique blend. “We used tea leaves with a mild flavor profile similar to green tea. The mellow, soft taste of the tea pairs beautifully with the refined sweetness of Nagano Purple grapes,” she explained.

Japanese Craftsmanship in Grape Tea

The product incorporates Japanese craftsmanship, including a “hiire” roasting method and a hint of sansho pepper.
“For the first time in the ‘Afternoon Tea’ brand, we used the ‘hiire’ roasting method, commonly applied to green tea, to enhance the tea’s floral aroma. Inspired by Japanese cuisine, we added a touch of sansho pepper as a ‘hidden fragrance,’ creating a vibrant impression reminiscent of grape skins bursting,” Suzuki elaborated.

Suzuki, who previously worked on green tea beverages, was inspired to incorporate the roasting method from her past experience.

Future Plans

Otakeno stated, “Our priority is to showcase the background and appeal of domestic ingredients with ‘Grape Tea.’ We are also planning to introduce another new product in this series next spring.”

The Kagoshima tea leaves used in the product make up 15% of the total tea leaves.

This innovative series highlights the harmonious blend of Japanese craftsmanship and domestic ingredients, offering consumers a refined tea experience.

Source:Kirin Hodings Press release November 11th 2024