Japanese beverage giant Suntory has maintained a long history of innovative drinks and its latest All-Free All-Time continues on this tradition of experimentation. Developed as an extension of the existing All-Free line—with non-alcoholic, zero calorie beer sold in cans and glass bottles—the new beverage utilizes these elements but is designed as a more office-friendly drink. The new design for the All-Free All-Time line draws greater influence from soft drink bottle designs, as it utilizes plastic and iconography to denote its non-alcoholic nature.
The liquid within the bottle also received a redesign as it ditches the malt color of traditional beer and replaces it with a colorless liquid. This change in liquid color adds to the drink being perceived as a soft drink and also reduces the stigma of enjoying the beverage at work. The beverage itself is said to taste like beer and even maintains the odor of beer.