#Japan #Non-Alcoholic #Shibuya #WILKINSON

WILKINSON's Exciting New Popup Bar Experience in Shibuya

In an effort to celebrate the arrival of night, Asahi Beer Company has launched a captivating popup bar called 'WILKINSON Tag Sober Night' in Shibuya. This event, held from September 18 to September 23, 2025, perfectly aligns with the debut of their new non-alcoholic cocktail drink, 'WILKINSON TANSAN Tag Sober', which promises a refreshing yet complex taste without the alcohol.

The opening event on September 17, 2025, at Shibuya Stream Inari Bridge Plaza was a grand affair, featuring notable guests like Shuhei Uesugi, Kentarou Maeda, and NOA. They immersed themselves in the stylish surroundings while sampling the new drinks that showcase the brand's commitment to quality and innovation.

A Unique Concept for Adults

Asahi's Tamiko Yamazoe discussed the rationale behind developing this new product during the event. “In a growing cocktail taste market, we heard a desire from non-drinkers for a special experience that stands apart from typical daytime beverages. Thus, we created 'WILKINSON TANSAN Tag Sober', targeting adults seeking a delightful drink for the night. Our goal was to introduce a sparkling water that embodies the complexity suited for a sophisticated evening,” she explained, emphasizing the drink’s unique flavor profile that incorporates spices and a hint of bitterness.

Celebrity Guests Share Their Experiences

The event also allowed guests to interact with the pop-up bar and experience the theme of 'Night Begins'. Shuhei Uesugi, dressed in a stylish black leather jacket, expressed his love for carbonated drinks, noting, “I was pleasantly surprised by how delicious the flavor was, and its crisp quality made it very drinkable!” Explaining his ideal night, he shared, “I enjoy spending the evening at home, listening to my favorite records, savoring the moment.”

Kentarou Maeda, who sported a trendy red check shirt and gray suit, described the bar as a sophisticated space filled with stylish spots perfect for photos. “The atmosphere was truly lovely with a fantastic vibe. I’d enjoy sipping WILKINSON TANSAN Tag Sober while watching anime at home or enjoying live music,” he added, reflecting on the ideal settings to enjoy the drink.

The night continued with NOA, who arrived in a sleek black suit. He expressed joy at experiencing the brand's world through various booths and remarked on the refreshing taste of the drinks, stating, “It feels like a reward after a long day.” Expanding on the theme of ‘Night Begins,’ he related it to his love for cooking, especially Japanese cuisine using seasonal vegetables, creating the perfect setting to unwind.

Event Details and More

The 'WILKINSON Tag Sober Night' offers an array of exciting experiences, from engaging with thematic content related to the drink to participating in social media challenges where attendees can win exclusive merchandise. This pop-up experience bridges the connection between the unique WILKINSON brand and the ambiance of delightful nights.

• - Event Date: September 18-23, 2025
• - Hours: 14:00 - 21:00 (Last Orders at 20:30)

Asahi Beer aims to provide a new drinking experience for adults, showcasing the unique flavors of the 'WILKINSON TANSAN Tag Sober' drink while establishing a vibrant atmosphere that resonates with nightlife lovers. Visitors are invited to step into the night and enjoy this uniquely crafted experience, reflective of modern tastes for adults.

This product is designed for individuals 20 years and older.