#Japan #Tokyo #Suntory #THE PEEL #Lemon Beer

The Refreshing Experience of THE PEEL GARDEN

Suntory has made a splash in the beer market with its new addition, THE PEEL (ザ ピール)〈レモン〉, which has recently surpassed an impressive milestone of 20 million bottles sold as of July 1. To celebrate this success and to give back to the community of beer enthusiasts, Suntory hosted a unique event named THE PEEL GARDEN at Tokyo Midtown Canopy Square. Held over two days on August 9 and 10, this pop-up garden allowed guests to immerse themselves in the vibrant world depicted in the beer's advertising campaign.

What is THE PEEL GARDEN?

At the event's kickoff, Suntory's RTD Division Director, Keisuke Nakano, discussed the event's origins and highlights. He noted that the beer’s distinctive qualities — such as its “non-sweetness,” “aroma,” and “slight bitterness” — align perfectly with many culinary experiences. He remarked that 97% of beer lovers who tried this unique beverage were pleased with its taste, leading to adjustments in their sales projections. Nakano emphasizes that THE PEEL〈レモン〉 offers a lush citrus fragrance, body, and a pleasant aftertaste driven by the essence of lemon peel, making it a celebrated choice among many consumers.

A Whimsical Venue

THE PEEL GARDEN mimicked the colorful scenes in its commercials, boasting striking decor shaped like a giant lemon tree. This open and inviting space allowed guests to enjoy THE PEEL〈レモン〉 in a refreshing atmosphere.

Menu Offerings

• - THE PEEL〈レモン〉 350ml along with a selection of snacks for just 100 yen (tax included).

Guests could choose from a variety of snacks, served in custom cups and with exclusive coasters.

Interactive Experiences

• - Lemon Peel Sommelier Talks: Attendees had the chance to learn more about the enchanting characteristics of lemon peel from a knowledgeable sommelier. Those who participated in quizzes led by the sommelier were pleasantly rewarded with exclusive stickers.

• - Peel Off Attraction: Guests could peel stickers featuring lemon peels on a game panel, unveiling original messages underneath. Those revealing a winning message received a complimentary THE PEEL〈レモン〉 350ml.

• - Photo Opportunity: Guests were excited to find photo spots featuring life-sized cutouts of the beer's commercial stars: Yo Oizumi, Takumi Saito, and Sosuke Ikematsu.

Feedback from Beer Enthusiasts

Participants at THE PEEL GARDEN responded with enthusiasm, with many praising the refreshing aftertaste unique to lemon peel. One beer lover shared, “The aftertaste truly reflects the brilliance of the peel. As someone who enjoys beer and prefers drinks that aren’t overly sweet, this perfectly fits my taste.” Another guest appreciated the educational aspect of the event, stating, “The insights shared by the sommelier were illuminating, and I could genuinely feel the citrusy aroma and flavors stemming from the peel.” Many also noted the venue's open space created an ideal setting for enjoying drinks with friends or loved ones.

Event Details

• - Dates: August 9, 2025 - August 10, 2025
• - Time: 1 PM – 8 PM (Last orders by 7:30 PM)
• - Location: Tokyo Midtown Canopy Square, Akasaka 9-7-1, Minato City, Tokyo
• - Access: Direct connection from Roppongi Station, Exit 8.

As a bonus, guests were treated to advertisements featuring the stars that celebrated THE PEEL's astounding sales figure. The campaign, aptly named “Peel's Counterattack – Highly Praised,” showcases a humorous yet suspenseful narrative that captivates its viewers.

Product Information

• - Product Name: THE PEEL (ザ ピール)〈レモン〉
• - Volume and Price: 350ml for 167 yen, 500ml for 228 yen (excluding tax)
• - Alcohol Content: 5%
• - Release Date: April 1, 2025
• - Sales Region: Nationwide

For additional insights, visit the Suntory official page to explore this delightful beverage's availability and information.

Watch the Campaign on YouTube to see what’s making waves in the world of beer.