A beer based on "World KANPAI Beer" is being sold in the food truck area at the Osaka Kansai Expo.
Creating new value in beer
Suntory is putting a new product development model that reflects diversifying customer needs into practice at the Osaka-Kansai Expo. They developed "World KANPAI Beer" incorporating the opinions of people from all over the world who visited the venue. At the venue, they will sell a base flavor of beer and collect customer preferences for it through a questionnaire. They plan to develop products based on the results.
The survey was conducted through a special website. Participants were asked to answer a total of eight questions: "Aroma," "Strength of stimulation (carbonation)," "Strongness of flavor," "Bitterness," "Aftertaste," "Sense of alcohol," "Opinions regarding taste and aroma," and "Image of color of the finished beer." Their answers were charted and could be compared with those of other participants.
The base beer will be on sale from April 13th to May 31st. It will also be sold in part at the company's factories and events. "World KANPAI Beer" will be released nationwide in September in limited quantities. The price has yet to be determined.
By utilizing a customer-participation product development model, they believe they can better reflect customer preferences. By also communicating the product development process, they have created a system that allows customers to be consistently involved in development. Risako Seo of the Future Development Department said, "We would like to use this model in the future to create new value."
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