2018 Success Case Study: Suntory Craft Boss - Craft-Style Ready-to-Drink Coffee Resonates with Japan’s Millennials - ResearchAndMarkets.com

January 24, 2019

DUBLIN--(BUSINESS WIRE)--Jan 24, 2019--The “Success Case Study: Suntory Craft Boss - Craft-style ready-to-drink coffee resonates with Japan’s Millennials” report has been added to ResearchAndMarkets.com’s offering.

Success Case Study: Suntory Craft Boss examines the details of and reasons behind the success of Craft Boss bottled ready-to-drink coffee. It delivers the critical “what?” “why?” and “so what?” analysis to teach you crucial lessons that increase your chances of launching successful products.

Craft Boss is a new range of RTD coffee under the Suntory Boss brand. The Craft Boss range is sold in PET bottles rather than metal cans to offer new consumption occasions to appeal to Millennial consumers. The marketing strategy of Craft Boss resonates well with its audience and the range has been a significant success in its first year.


Craft Boss is a new range under the Suntory Boss brand and one of the first craft-style coffees launched by a major manufacturer in Japan. The brand and marketing strategy of Craft Boss resonates well with its target consumers -Japanese Millennials- due to factors like using a bottle as the package format, and being designed for gradual consumption. Identifying what the target consumers are pleased to see in soft drinks, such as promoting individualism or having a convenient packaging format, is crucial in the development of a successful product in the sector.

Reasons to Buy

Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation. Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry. Access valuable strategic take-outs to help direct future decision-making and inform new product development.

For more information about this report visit https://www.researchandmarkets.com/research/br7jtp/2018_success_case?w=4

View source version on businesswire.com:https://www.businesswire.com/news/home/20190124005556/en/

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Related Topics:Beverage,Coffee



SOURCE: Research and Markets

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PUB: 01/24/2019 11:24 AM/DISC: 01/24/2019 11:23 AM


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