#Japan #Tokyo #Afternoon Tea #Kirin Beverage #Fruits & Ice Tea

Kirin Beverage's Afternoon Tea Success

Kirin Beverage Co., led by President Hiroshi Inoue, has achieved a remarkable milestone with its new product, "Afternoon Tea Fruits & Ice Tea: Orange & Grapefruit / White Grape & Lemon," just four months after its launch on September 23, 2025. The sales crossed an impressive 50 million units, marking it as one of the standout products in the beverage market this year.

The product recorded sales of 10 million units on its first day alone, and continued to thrive, achieving 20 million units by the following month, which accounts for 90% of the anticipated annual sales for 2025.

In addition to its astounding sales figures, it earned accolades, including a spot in Nikkei Trendy’s "2026 Hit Forecast in the Beverage Category" and receiving the "Excellent Hit Award" from the Japan Food Industry Association, solidifying its status as a noteworthy beverage.

Why is Afternoon Tea Fruits & Ice Tea So Successful?

1. Expanding the Low Fruit Juice and Tea Market

Despite the overall beverage market showing a decline of approximately 7% year-on-year in the October to December 2025 quarter, the low fruit juice and fruit tea segment saw a remarkable growth of 8% compared to the previous year. This growth outpaced the overall market by about 15%. Many categories have struggled to keep up, but fruit teas are thriving with a staggering 35% increase year-on-year, contributing significantly to the growth of the entire beverage sector.

2. A Refreshing Flavor Profile

What sets this product apart is its unique approach that combines fruit juice with tea. This innovative concept allows the juice's flavor satisfaction to remain, while also delivering the crisp clean finish that tea lovers appreciate. It addresses the latent needs of consumers who desire a drink that provides a fruit flavor without the excessive sweetness - a product that offers a refreshing adult beverage experience. This perfect balance of sweetness and aftertaste, coupled with modern and appealing packaging, resonates particularly well among adult female consumers.

3. Establishing Connections with Non-Tea Drinkers

The product's strategic placement within retail stores in the juice beverage section and its active inclusion in vending machines have created contact points with consumers who typically do not drink tea. This has paved the way for new drinking occasions, resulting in a historic high in purchasing intent for the entire Afternoon Tea brand. As the leading brand in tea sales, Afternoon Tea has successfully introduced a fresh deliciousness that leverages the versatility of tea, driving momentum in the market.

In conclusion, Kirin Beverage's Afternoon Tea Fruits & Ice Tea exemplifies innovative marketing and product development in today's beverage industry. The combination of high-quality ingredients, modern packaging, and smart retail strategies has led to an unqualified success. With consumer preference shifting toward healthier options, this product stands poised to continue thriving in the competitive landscape of beverage choices.