New Value Creation Project Policy: Expanding Portfolio by Promoting New Value Creation Domestically and Internationally Centered on 'Wellness Care' and 'Mood Shift'
Suntory Beverage & Food launches a new global product strategy based on 'Wellness Care' and 'Mood Shift'. They will roll out new RTD beverages, including a hydration drink in Thailand and health-focused waters in Japan in spring 2026.
📋 Article Processing Timeline
- 📰 Published: April 7, 2026 at 20:30
- 🔍 Collected: April 7, 2026 at 12:00
- 🤖 AI Analyzed: April 21, 2026 at 02:09 (326h 9m after Collected)
Suntory Beverage & Food Limited will accelerate the expansion of its portfolio by promoting the creation of new value, including the development of new products based on consumer insights in each area, centered around two value axes: 'Wellness Care' and 'Mood Shift'.
This policy was formulated primarily by the 'New Value Creation Department' established in April of last year. To materialize this policy, we have launched the 'New Value Creation Project', aiming for growth through new market creation by flexibly utilizing the knowledge and assets of Suntory Group companies in areas where the RTD beverage market is expected to grow globally.
■ Background of Strategy Formulation: Changes in Market Environment and Our Strengths
● Changes in the global market environment
In recent years, as consumer values and lifestyles have diversified globally, the criteria for selecting beverages are shifting. In addition to conventional 'category axes' such as coffee and tea, axes based on 'the value obtained by drinking'—such as functional value brought to the mind and body, and emotional value based on mood and usage scenes—are emerging.
● Our Strength 1: Value creation in the Japanese market
Since the start of our beverage business, we have pioneered the market by creating value focusing on the benefits brought by drinking, moods, and usage scenes, without being bound by category frameworks in the Japanese beverage market. While the total Japanese beverage market is estimated to have expanded by about 3%* over the last 20 years through these efforts, our sales volume grew by about 35% during the same period, achieving growth that outperformed the market.
● Our Strength 2: Value creation utilizing Suntory Group's knowledge and assets
The Suntory Group has a globally unique business structure that includes alcoholic beverages and health food businesses in addition to the beverage business. By cross-utilizing the knowledge and assets cultivated by group companies both domestically and internationally, we can create value that achieves both speed and breadth of proposals.
As the environment surrounding the global beverage market changes, we have formulated this 'New Value Creation Project' policy to demonstrate the strengths in value creation we have cultivated according to the market characteristics of each area.
* Estimated by our company based on sales volume from 2005 to 2025
■ Strategy Design and Execution Structure Based on Area Markets and Consumer Insights
Focusing on areas where the RTD beverage market is expected to grow in the medium to long term, we will promote new value creation starting from the two value axes of 'Wellness Care', which focuses on physical and mental well-being, and 'Mood Shift', which brings changes to daily moods and scenes, thereby expanding our product portfolio. Rather than applying a single strategy horizontally, we aim to create new demand and markets by designing and executing the optimal value creation for each area based on market characteristics, consumer values, and drinking scenes.
To execute this strategy speedily, we launched the 'New Value Creation Project' starting in April 2025, centered around the 'New Value Creation Department' and involving brand, R&D, and consumer insight personnel from the countries where we operate. Over 100 members gathered across borders and organizational boundaries have been promoting product development based on the two value axes of 'Wellness Care' and 'Mood Shift' through discussions and verifications starting from consumers on a common platform.
■ First Product Rollout: New Products in Thailand / Japan
As the first step of the New Value Creation Project, we will roll out new products in Thailand and Japan respectively.
● Thailand
In early March 2026, we launched the hydration beverage 'Suntory Hy! Water Lock' in Thailand. This focuses on the reality that an increasing number of office workers in urban Thailand spend long hours in air-conditioned environments. Going beyond simply quenching thirst, it proposes a new drinking value, 'True Daily Hydration', to achieve balanced hydration in daily life by adopting a design conscious of water retention in the body. The product was developed collaboratively by product development teams in Thailand and Japan under the 'New Value Creation Project', applying knowledge on fluid intake and retention cultivated over many years by Japan's R&D. By redefining the value of hydration from the consumer's perspective, we will create new drinking scenes.
● Japan
Similarly, as a first-step initiative, from Tuesday, April 14, 2026, we will launch 'Locomore WATER' and 'Sesamin 100...
This policy was formulated primarily by the 'New Value Creation Department' established in April of last year. To materialize this policy, we have launched the 'New Value Creation Project', aiming for growth through new market creation by flexibly utilizing the knowledge and assets of Suntory Group companies in areas where the RTD beverage market is expected to grow globally.
■ Background of Strategy Formulation: Changes in Market Environment and Our Strengths
● Changes in the global market environment
In recent years, as consumer values and lifestyles have diversified globally, the criteria for selecting beverages are shifting. In addition to conventional 'category axes' such as coffee and tea, axes based on 'the value obtained by drinking'—such as functional value brought to the mind and body, and emotional value based on mood and usage scenes—are emerging.
● Our Strength 1: Value creation in the Japanese market
Since the start of our beverage business, we have pioneered the market by creating value focusing on the benefits brought by drinking, moods, and usage scenes, without being bound by category frameworks in the Japanese beverage market. While the total Japanese beverage market is estimated to have expanded by about 3%* over the last 20 years through these efforts, our sales volume grew by about 35% during the same period, achieving growth that outperformed the market.
● Our Strength 2: Value creation utilizing Suntory Group's knowledge and assets
The Suntory Group has a globally unique business structure that includes alcoholic beverages and health food businesses in addition to the beverage business. By cross-utilizing the knowledge and assets cultivated by group companies both domestically and internationally, we can create value that achieves both speed and breadth of proposals.
As the environment surrounding the global beverage market changes, we have formulated this 'New Value Creation Project' policy to demonstrate the strengths in value creation we have cultivated according to the market characteristics of each area.
* Estimated by our company based on sales volume from 2005 to 2025
■ Strategy Design and Execution Structure Based on Area Markets and Consumer Insights
Focusing on areas where the RTD beverage market is expected to grow in the medium to long term, we will promote new value creation starting from the two value axes of 'Wellness Care', which focuses on physical and mental well-being, and 'Mood Shift', which brings changes to daily moods and scenes, thereby expanding our product portfolio. Rather than applying a single strategy horizontally, we aim to create new demand and markets by designing and executing the optimal value creation for each area based on market characteristics, consumer values, and drinking scenes.
To execute this strategy speedily, we launched the 'New Value Creation Project' starting in April 2025, centered around the 'New Value Creation Department' and involving brand, R&D, and consumer insight personnel from the countries where we operate. Over 100 members gathered across borders and organizational boundaries have been promoting product development based on the two value axes of 'Wellness Care' and 'Mood Shift' through discussions and verifications starting from consumers on a common platform.
■ First Product Rollout: New Products in Thailand / Japan
As the first step of the New Value Creation Project, we will roll out new products in Thailand and Japan respectively.
● Thailand
In early March 2026, we launched the hydration beverage 'Suntory Hy! Water Lock' in Thailand. This focuses on the reality that an increasing number of office workers in urban Thailand spend long hours in air-conditioned environments. Going beyond simply quenching thirst, it proposes a new drinking value, 'True Daily Hydration', to achieve balanced hydration in daily life by adopting a design conscious of water retention in the body. The product was developed collaboratively by product development teams in Thailand and Japan under the 'New Value Creation Project', applying knowledge on fluid intake and retention cultivated over many years by Japan's R&D. By redefining the value of hydration from the consumer's perspective, we will create new drinking scenes.
● Japan
Similarly, as a first-step initiative, from Tuesday, April 14, 2026, we will launch 'Locomore WATER' and 'Sesamin 100...