UCC and Toyota Celebrate Crown's 70th Anniversary with Unique Hydrogen-Roasted Coffee

A Unique Collaboration: UCC and Toyota's Hydrogen-Roasted Coffee

UCC Ueshima Coffee Co., in collaboration with Toyota Motor Corporation, has unveiled a unique commemorative project to celebrate the 70th anniversary of the Crown sedan. This initiative features a series of original hydrogen-roasted coffee blends inspired by four different Crown models. Set to launch sequentially from October 7 at THE CROWN locations, this partnership represents a synergy between two esteemed brands aiming for a better world through technology and sustainability.

The Legacy of the Crown

The Crown has been Toyota's flagship vehicle since its inception in 1955, representing a blend of tradition and innovation. Over the past 70 years, it has evolved into a symbol of luxury and cutting-edge automotive technology, adapting to the needs of contemporary consumers while preserving its rich heritage.

The recent development of the four new Crown variants illustrates Toyota's commitment to reimagining this iconic vehicle for modern times. These variants include a crossover that merges the spaciousness of sedans with SUV capabilities, a sport model featuring an emotional driving experience, a traditional sedan that honors the brand’s history, and an estate model designed for functionality and comfort.

An Innovative Brewing Method

UCC, a company that champions sustainability in its coffee production, initiated a groundbreaking project earlier this year by launching large-scale hydrogen roasting of coffee beans. The HydroMaster, a state-of-the-art roasting machine, utilizes hydrogen as a heat source, which significantly reduces carbon emissions compared to traditional roasting methods. UCC aims to achieve carbon neutrality by 2040, and this innovative initiative aligns perfectly with the climate-conscious vision of both companies.

UCC’s purpose, “Unlocking the power of coffee for a better world,” reflects its mission to explore and create new coffee experiences. Collaborating with Toyota, they aspire to innovate and enhance product offerings while contributing to a sustainable future.

Creating the Blends

The journey towards creating the unique coffee blends began in December 2024 with a kickoff meeting between the two companies, where they aimed to deepen mutual understanding. UCC conducted a special seminar with Toyota's Crown development team, educating them about the intricacies of coffee and its brewing techniques. To further this comprehension, Toyota hosted a driving experience where UCC’s development team could immerse themselves in the Crown’s driving dynamics, capturing the essence of each model in a sensory experience.

With feedback from both teams, UCC's coffee experts crafted blends that mirror the driving sensations of the Crown models. They developed the following four coffee blends:

1. CROWN SEDAN BLEND - An elegant, refined coffee with a smooth and plush finish, reminiscent of the Crown sedan's quiet and luxurious ride.
- Keywords: Subtle flavor, Soft mouthfeel, Heavy body.

2. CROWN CROSSOVER BLEND - This blend captures the balance and appeal of the Crown Crossover, blending bright flavors with an impactful aroma.
- Keywords: Festive flavor, Expansive aroma, Smooth finish.

3. CROWN SPORT BLEND - Embodying the sporty and dynamic characteristics of the Crown Sport, this coffee offers a refreshing and vibrant taste experience.
- Keywords: Bright and fresh flavor, Lively notes, Bold finish.

4. CROWN ESTATE BLEND - This robust flavor profile mirrors the powerful yet graceful demeanor of the Crown Estate, perfect for an active lifestyle.
- Keywords: Rich flavor, Gentle mouthfeel, Long-lasting finish.

All blends are packaged in 200g bags, retailing at 3,510 yen (including tax). As of October 7, customers can find these unique brews at selected THE CROWN locations, providing an exciting experience where coffee enthusiasts can indulge in the tastes of these luxurious vehicles.

Conclusion

As UCC and Toyota combine their expertise and aspirations, this collaboration represents more than just a product launch; it's a celebration of innovation, legacy, and commitment to a sustainable future. Both companies invite consumers to enjoy not just the taste of the hydrogen-roasted coffee but also the stories behind each blend, connecting them to the legacy of the Crown and the future of mobility. More information and specifics on each Crown model can be found on the official websites of UCC and Toyota.

For further details on the locations and availability of THE CROWN coffee products or insights into their sustainable practices, please refer to their websites.