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Leave it to the Japanese to come up with a zero-calorie, zero-alcohol beer line that’s also absent beer’s characteristic color…
Now please explain to us why this was necessary.
Cleary ‘clear’ has arrived in Japan. The summer’s hottest new beer, coffee and teas have one thing in common—they’re colorless. Asahi recently released a clear latte…And Coca-Cola now markets a clear lemon-flavored Coke in Japan.
And this week drinks giant Suntory started selling a non-alcoholic beer called All-Free All-Time that drinks like beer (without the buzz) and looks just like water.
Suntory is a relative “pioneer’ when it comes to the clear drinks thing. In 2017 they started this strange drinks phenomenon in Japan with the introduction of a transparent lemon tea.
A Suntory spokesperson told Quartz that the company developed these drinks, which are marketed as part of its Natural Water beverage line, in response to” trends such as the increase in health-consciousness and in people who feel resistance to drinking sweet things such as juice in public.”
The latest addition to Suntory’s ‘clear crusade,’ All-Free All-Time debuted in Japan this week. And in spite of being completely alcohol-free, the new product is still stocked in the alcoholic drink section of the cooler and according to Sora News 24 “It’s a convenience store-exclusive, and priced at 147 yen (US$1.335).”
And to add to any beer lover’s overall confusion, the All-Free All-Time bottle couldn’t be more un-beer bottle like…In fact it looks like something that should be in a medicine cabinet rather than a bottle for beer…
But given the Japanese legendary inscrutability, we’re guessing that’s in keeping with a the concept of clear beer-like drink that is being marketed for office consumption and delivers zero-buzz.
All-Free All-Time delivers minimal aromatics as well…So the office won’t be smelling like a bar while office worker are power-pounding the “buzz-less clear near beer” which, at least in Japan, is now “here.”
All image credits: Suntory
