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This blog is written by Yoshihiko Hani, editor-in chief of Beverage Japan magazine. I've been covering both the Japanese and global beverage industry for more than 20 years and really enjoying sharing what's new and exciting in the market place. Please feel free to contact me with any questions or comments webmaster ‘at’ beverage-j.co.jp. or please tweet it.

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Cool MATCH, chilling energy drink

Otsuka’s Match is a CSD brand which has been a hit with high school students for over 20 years. The drink is based on a mix of Otsuka’s “Oronamin C” carbonated energy drink, and “Pocari Sweat”, its well known sports drink.

new MATCH from Otsuka

new “MATCH” from Otsuka

The company is now trying to expand the Match brand. In early 2016, it launched “Berry Match” a pink coloured Match with mixed berry flavour. This succeeded in winning new customers such as young women.

On 3rd October, Otsuka will launch “MATCH Set Position” the latest addition to the line-up. Again targeting high school students, it is a kind of modern energy drink with a cooling flavour and available in a 240ml slim aluminium can.

The new Match is focused on new drinking occasions such as before study or prior to examinations and aids concentration with its specific taste. While the nutritional content is the same as regular Match, here the drinker feels a chilling sensation 30 seconds after consumption. This is an interesting new idea but will bring the beverage into competition with other major energy drinks on the market, so Otsuka will be promoting the product with a pre-sales consumer campaign.



(にわみきほ さんと 白井社長)












New high school beverage is ‘Berry’ Match.

Otsuka food and beverage will launch new variety ‘Match’ carbonated soft drink. New ‘Berry Match’ mixed five berry flavor like cassis, strawberry, blueberry, raspberry and cranberry with many vitamins, amino acid.

‘Match’ is very popular with high school students. This new one is focus on high school girl. Otsuka said such girls like berry taste, pink colors etc. Package is 500ml PET bottle, price 148JPY. It will sell in CVS, Vending Machines, Super Market etc.


キリンビールは、主力国産ウイスキーブランドの富士山麓をリニューアルし、富士山麓 樽熟原酒50度として3月22日に発売します。



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