Kirin’s innovative
RTD
brand ‘Hyoketsu
®’
Mami Arita＊, Kentaro Iwasaki
Hideaki Kito, Hideharu Odai, Takashi Nakamura
Research Laboratories for Alcoholic Beverage Technologies Research & Development Division
March 17th 2016
34th Asia Pacific Convention
1
Contents
1. RTD Market in Japan
2. History and Product Features of Hyoketsu
®3. Technological Innovation for Hyoketsu
®: Initiatives to Intensify Natural Fruit Flavor
3
What is RTD in Japan?
Fruit juice Spirits Saccharides Acidulants FlavoringsRTD is acronym for “Ready T
o Drink
“
RTD in Japan is generally
pre-mixed packaged drink <10
%alcohol.
composed of fruit juice and some ingredients.
・ ・ ・
How was RTD born in Japan?
RTD originated shortly after the end of WWII.
Casual Japanese-style bars of Tokyo began
serving shochu neutral sprits mixed with
carbonated water.
Japanese-style bars packaged In 1984 In 1945 Chu-hi ・lower price ・drinkableNamed shochu highball,
which after called “Chu-hi.”
“TaKaRa can Chu-hi”
5
Alcoholic beverage category in Japan
The growing category has changed every 10 years.
Entering the 2000s, RTD sales showed a marked
increase.
Changes of alcoholic beverage categories in Japan
RTD
1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 1960
Quoted from Beer makers association, liquor makers association(partly estimated by Kirin)
In 2014, 8 million hL/year 80 70 60 50 40 30 20 10 Beer 0 1955 20 18 16 14 12 10 8 6 4 2 0 RTD, and the others (Unit: million hL)
Why is RTD growing in Japan?
-Flavors- Various fruit flavors and alcohol content of RTD
correspond to differentiation in consumer tastes.
More than 120 new products launched every
year, making Japanese RTD market one of the
most competitive in the world.
dry Fruity/ sweet Low Alcohol High alcohol RTD product map in Japan
7
Why is RTD growing in Japan?
–Price- Nominal retail price of RTD is 67
%of that of beer.
Liquor tax of RTD is 33
%of that of beer.
2.70
1.80
(Unit:AUD)
(84 JPY/AUD)
Quoted from Kirin Data Book 2014 on page 5
Nominal retail prices at major convenience stores, 350ml can
(including 8% consumption tax)
0.00 0.50 1.00 1.50 2.00 2.50 3.00 Beer Chu-hi liquor tax 0.90 0.30 +
The RTD market shows continued expansion
in the future as manufacturers
meet the expectations of consumers.
RTD in Japan is generally
pre-mixed packaged drink <10% alcohol.
composed of fruit juice and some ingredients.
RTD sales reached up to 8 million hL in 2014.
The reason for growing Japanese RTD market
Various RTD correspond to differentiation in consumer tastes Low nominal retail price and liquor tax
2. History and Product Features
Weren’t consumers satisfied?
high alcohol sensation and targeted towards middle-aged men. Women and younger people prefer “drinkable” or
“refreshing taste”.
Gap
Survey by Kirin Brewery Co., Ltd (n=300, July 1999)
Gaps between existing RTD in those days and the overall category image
Cus to me r s a ti s fa c tio n (%)
11
What is Hyoketsu
®different for?
In 2001, Kirin innovated chu-hi in those days, changed every characteristics.
Flavor
Target Women and younger people (20-30’s)
Bring out original flavor of fresh fruit juice Easy to drink with clear and refreshing
taste
Modern and sophisticated
Embossed with diamond-cut patterns
Package
Quoted from survey by Kirin Brewery Co., Ltd (estimate by Japan liquor makers association )
Hyoketsu
®impact on RTD sales in Japan
contributed to significant growth in 2001. has been No.1 brand since 2001.
Total RTD sales volume in Japan
RTD top five brand sales volume in 2014
Quoted from liquor news No.1868 (2015) In 2001 Hyoketsu® launched 8 7 6 5 4 3 2 0 1 (Unit :million hL) (Unit : million hL) 0 1 2 3 4 5 Product D Product C Product B Product A Hyoketsu®
13
Three core characteristics
Frozen
clear straight juice
Clear vodka
Juice for widely available RTD
③ Heated and
Vacuum concentration
Minimum volume by heat treatment and
vacuum concentration, so transport efficiently
Reduce flavor
Concentrated juice process
① Harvest ② Extraction ④ Transport efficiently with minimum volume ⑤ Addition of water Widely available RTD
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Frozen clear straight juice for Hyoketsu
®Clarified and frozen shortly after extraction without
extra heat
① Harvest ② Extraction ④ Transport frozenFrozen clear straight juice process
③
Clarified and Frozen without excess heat
⑤ unfrozen without extra heat
Volatile component of frozen clear straight juice
About 3–4 times much volatile components than heated.
Extracted lemon juice was either frozen at -80ºC(left) or heated to 70ºC for 20 min(right)
The lemon juice solution was then extracted with dichloromethane and analyzed by gas chromatography-mass spectrometry (GC-MS). 0 50000 100000 150000 凍結処理 加熱処理 D-Limonene 0 20000 40000 60000 80000 100000 凍結処理 加熱処理 γ-Terpinene 0 5000 10000 15000 20000 凍結処理 加熱処理 α-Pinene
Decrease in fruit juice volatiles due to heat treatment
Frozen Heated Frozen Heated Frozen Heated
Remain more fresher flavor compounds than concentrated.
abundanc
17 After Before CO2 positive pressure atmospheric pressure diamond-cut area CO2
ダイヤカット缶の仕組み
The diamond-cut can
As soon as cans are opened, embossed pattern protrudes, emitting a sound like crushed ice in glasses due to lost of positive pressure.
Embossed pattern of the area opened
Before and after opening the diamond-cut can＊
＊Developed
Standard
Hyoketsu
®has been expanded!
Various fruit juice flavor No saccharides No purine bodies
Japanese fruit Frozen in pouch
ZERO No saccharides No purine bodies No artificial sweetener Seasonal Strong
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Coming soon!
Enter into the new category, premium RTD market.
Premium with twice higher percentage of high-quality fruit juice
Very fresh and rich fruit sensation!
Summary
Hyoketsu
®with three core characteristics
has been offering consumers how to enjoy RTD.
In 2001, Kirin innovated chu-hi in those days and
expanded RTD market in Japan.
Frozen clear straight juice remains more fresher
flavor compounds than concentrated juice.
Hyoketsu
®has been expanded corresponding to
3. Technological Innovation for
Hyoketsu
®
: Initiatives to Intensify
Natural Fruit Flavor
Optimized the compositions of the major flavor compounds that comprise the fruit flavors. Hyoketsu® realized the
fresh, fruit juice sensation and refreshing taste.
How have we improved flavors?
I show you a part of the innovation,
using Hyoketsu® Lemon and Grapefruit as examples.
Ingredients Fruit juice Spirits Saccharides Acidulants Flavorings Flavor compounds esters aldehydes terpenoids flavonoids organic acids amino acids ・ ・ ・
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1 Volatile component analysis by HS-GC/MS 2 Taste component analysis by DART-MS 3 Preference survey
Analytical method
1 comprehensively analyze volatile components and various aroma 2 directly ionize samples, and analyze taste components
3 target for 130 people (65 men and women each) aged 25–44 years who regularly consumed RTD at home
② DART*-MS (*Direct Analysis in Real Time) ① HS-GC/MS
Result① Volatile component Design (Lemon)
Black：Current product
Pink：Innovated product
＃ Volatile (innovated/current）Relative value Characteristics of component
① Linalool 1.45× Brilliant aroma, citrus-like
② Nonanal 1.23× Oily citrus-like
①
②
Increased linalool and nonanal approximately 1.2-1.5 times in order to intensify fresh aroma.
HS-GC/MS analysis before and after innovation
Instrument: Shimadzu model GCMS-QP2010 equipped with headspace sampler HS-20 Trap Column: DB-624
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Result① Volatile Component Design (Grapefruit)
①
＃ Volatile (innovated/current）Relative value Characteristics of component
① Decanal 2.69× Fresh citrus aroma
Increased decanal approximately three times in order to intensify fresh aroma.
Black：Current product
Pink：Innovated product
Instrument: Shimadzu model GCMS-QP2010 equipped with headspace sampler HS-20 Trap Column: DB-624
The major peak correlates with amount of flavonoids, particularly naringin.
Increased this peak almost twice in order to intensify grapefruit peel taste.
Result② Taste Component Design (Grapefruit)
DART-MS analysis of product before and after innovation
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Result③ Preference survey (Lemon)
The innovated product scored compared to the current, higher on “juicy,” “exhilarating feeling,” and “fresh” lower on “unpleasant peculiar taste” and “sloppy”
Innovated Current 0 10 20 30 40 50 60 70 80 90 100 み ず み ず し い 感 じ 爽 快 感 が あ る フ レ ッ シ ュ な 感 じ 嫌 な く せ が あ る 水 っ ぽ い 感 じ % Flavor Impression (n=130) J uic y Exhil arating feel ing Fr es h Unpl eas ant pec ul iar tas te Sl oppy
The technologies developed for the Hyoketsu
®innovation in 2016
effectively intensify the natural fruit flavors
and taste of lemon and grapefruit.
In order to intensify fresh flavor and taste, Increased linalool and nonanal in lemon.
Increased decanal and naringin in grapefruit.
The innovated product scored higher on “juicy,” “exhilarating feeling,” and “fresh” than the current .
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In Japanese competitive RTD market,
we have made an effort to offer
various consumers attractive RTDs
through deeply understanding of fruit juice.
We were, are and will be a leading company
of Japanese RTD market.
If you have an opportunity to visit Japan,
I’d like you to drink not only beers but also RTDs!
In the future
機密性区分：C 開示範囲：グループ外 秘
©Kirin Company, Limited
When Hyoketsu was developed in 2001, to change target consumers,
Use of
Frozen clear straight juice Diamond cut cans
Furthermore, in 2016
To realize fresh, fruit juice sensation and refreshing taste, intensify natural fruit flavor and taste
2016/3/17 31 /n
ＱＡ collection
例 ベース酒としてウォッカを使用しているのはなぜ？ "・クリアストレート果汁の香味を活かすため・氷結のクリアなイメージと合う“ 1 ラドラー、シードルなどは日本にはないのか？ 商品はあるが、まだまだ浸透していない。その原因の一つに、酒税がある。 2 スミノフなど海外ブランドはないのか？ スミノフもあり、クラブなどのシーンでは飲用されている 3 なぜリナロール等の成分に着目したのか？ シトラールなど、それぞれの果実の特徴香だけでなく、周辺の香気成分のバランスも重要であると考えたから。 4 DART-MSとは？ほかにどんな成分がわかるのか？ 揮発性、不揮発性のどちらの成分でも検出できる。今回はとくに呈味に影響する不揮発性を中心に検討を進め ている。フラボノイド以外の成分については現在同定を進めているところである。 5 果汁以外を売りにしているＲＴＤはあるのか？ ウィスキー、焼酎、ビターリキュールなど原酒を特徴にしたものがある 6 氷結ストレート果汁は何％程度はいっているのか？実際に香味への影響はどうか？ "フレーバーによって異なるが、１～６％程度。濃縮果汁に比べてフレッシュな香りがあり、劣化臭などが少なく、フ レッシュ感に寄与している" 2016/3/17 3233 キリン 氷結ブランドの総販売数量の変遷 2016/3/ 17 /n 33 0.0 50,000.0 100,000.0 150,000.0 200,000.0 250,000.0 2001 年 2002 年 2003 年 2004 年 2005 年 2006 年 2007 年 2008 年 2009 年 2010 年 201 1 年 2012 年 2013 年 2014 年 氷結ブランド 総販売数量（KL) 販売数量（KL) フレーバーのラインナップを増やした 戦略が裏目に 特に氷結ブランドは2007年に一度販売数量を落としたものの、マーケット戦略の 転換により、発売15年目における現在もRTDカテゴリーNo.1を堅持している。 フレーバー増やした結果、販売量増
甘さのある 軽い酔い バランスの良い酔い 甘すぎない しっかりした酔い すっきり 飲みやすい 高果汁 ← お 客 様 の 求 め る 酔 い の 度 合 い → ← お 客 様 の お 酒 の 飲 み 方 → 特別感 ご褒美 日常的 親しみ ほろにがい 高刺激 ストロング オフ・ゼロ スタ イリッ シュ キリンビール社RTDのラインアップ ビール 類 甘くて 低負担 ハイボール キリン社RTDは飲用場所だけでなく、お酒の飲み方(誰と、いつ)や酔いの度合い に応じて幅広く展開している。
35 35 ’01)｢氷結｣発売 出典：キリンビール調査（日本洋酒酒造組合発表数を元に推計） 日本のRTD市場の変遷 単位：千KL 缶チューハイ誕生当時の中味は主として高アルコールで中高年男性向けであった ため、不満を持つ若者や女性もいた。2001年に氷結果汁®(現在の氷結)が発 売されたことで、次第に若者や女性を中心にチューハイへの認知が広まり、RTD 市場の伸長に貢献した。
レモンやグレープフルーツの主要な香気寄与成分は果皮にある精油成分である。 いずれもモノテルペンであるリモネンの割合が大きいが、特徴香に寄与するのは、レ モンではシトラール、グレープフルーツではヌートカトンであることが知られている。 背景 リモネン シトラール その他 レモンの精油成分 グレープフルーツの精油成分 リモネン その他
37
Sales trend of Hyoketsu®
2016/3/17 37 /n 氷結®ブランドは2001年発売以降、お客様の嗜好や市場環境に応じたフレー バー展開や機能性の訴求を通して販売量を堅持してきた。現在も日本市場にお けるNo.1ブランドであり市場の約3割を占める。 0 100 200 300 400 500 600 700 800 2001年 2002年 2003年 2004年 2005年 2006年 2007年 2008年 2009年 2010年 2011年 2012年 2013年 氷結 RTD
Why is RTD growing in Japan? -Various
flavors- Japanese RTD manufacturers provide consumers with various fruit flavors and different type of RTD.
120 new products are launched each year, making Japanese RTD market one of the most competitive.
「Kirin Honshibori®」 「 Kirin Chu-hi Bitters®」
Kirin‘s major RTD brand
「Kirin Hyoketsu®」
Made using only spirits and a high content of fruit juice
With bitterness imparted by various herbs and spices With juicier fruit juice sensation
39
Why is RTD growing in Japan? -Various
flavors- Japanese RTD manufacturers provide consumers with various fruit flavors and different type of RTD.
② Clear vodka
has been purified by passing it over activated carbon from white birch in Kirin’s RTD plant.
has a clear taste and softness on the palate and brings out the flavor of clear straight juice.
White birch
filtration
no
impurities off flavors
