Renewal of "Wa no Koucha" (Japanese Black Tea) Packaging

Asahi Soft Drinks Co., Ltd. (Headquarters: Tokyo, President: Kayoko Kondo) will renew the packaging for "Wa no Koucha Sugar-Free Iced Tea," "Wa no Koucha Straight Tea ~Made with Domestic Honey~," and "Wa no Koucha Milk Tea" starting with products manufactured in early April.

"Wa no Koucha" is a black tea beverage made using 100% domestic tea leaves, with a focus on domestic ingredients. It features a rich, full-bodied flavor and an elegant aroma from the carefully selected domestic tea leaves, allowing consumers to enjoy the deep taste and smooth drinkability of authentic black tea. In addition to the sugar-free and less astringent "Sugar-Free Iced Tea," the series includes "Straight Tea ~Made with Domestic Honey~," luxuriously finished with domestic honey, and "Milk Tea," blended with domestic milk, all available nationwide. With this packaging renewal, we are clearly communicating the taste characteristics by placing an icon stating "100% Domestic Tea Leaves" and the phrase "Smooth and Deep."

Japanese black tea is characterized by its "clean taste" and "smooth mouthfeel," and it has been highly acclaimed at international competitions, with its popularity rapidly increasing. According to the Society of Local Black Tea Studies, the number of domestic black tea production sites has increased from 95 in 2009 to over 1,000 in 2023, a tenfold increase, and is projected to reach 1,093 in 2025. Through the sale of "Wa no Koucha" made with 100% domestic tea leaves, Asahi Soft Drinks aims to contribute to the revitalization of tea agriculture, which is also a part of Japanese culture.