TOKYO — Japanese green tea giant Ito En, Ltd. has developed a new line of sugar-free carbonated drinks that combine the refreshing bitterness of hops with the distinct flavors of green and black tea, offering consumers a unique alcohol alternative.

Product Lineup and Details

The new lineup features two distinct 350-milliliter canned beverages, each priced at ¥216 (including tax):

Japan Horizon: Crafted with domestically produced green tea and fruity hops, this option is designed to be approachable and enjoyable even for individuals who do not typically drink beer.
India Sunset: Built around Indian black tea and infused with hops that deliver a stronger, more robust bitterness, this product specifically targets beer enthusiasts.
This release marks Ito En’s first full-scale use of hops as the company makes its strategic entry into the growing alcohol-alternative beverage market.

Market Strategy and Growth

Ito En launched the products on Monday on a limited scale in supermarkets and other stores across the Tokyo metropolitan area, with plans for a nationwide rollout starting next year.

The move comes as consumer habits shift. In recent years, younger generations have increasingly turned away from alcohol, supported by the rising popularity of the "sober curious" lifestyle—a trend where individuals choose to reduce or eliminate alcohol consumption for health reasons.

According to estimates by beverage manufacturer Suntory, the non-alcoholic beverage market reached 45.84 million cases in 2024 (with one case containing twenty-four 350-milliliter beverages). This represents a remarkable increase of nearly 60% compared to the 29.02 million cases recorded in 2014.

By introducing these innovative tea-and-hop beverages, Ito En aims to capture growing demand from health-conscious younger consumers within this rapidly expanding market.

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