# Umami-Heavy Lemon Drinks Suntory Holdings Doubles Down On the Success of Its Shochu-Based Beverage By Niko Pajkovic | Published 2022-02-24 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/suntory References: [just-drinks](https://www.just-drinks.com/news/suntory-holdings-doubles-lemon-sour-target-as-japans-non-alc-category-grows/) & [suntory](https://www.suntory.com/)  Suntory Holdings, a Japanese multinational brewing and distilling company group, has doubled its projected sales for its newest alcohol-free beverage, which translated from Japanese is called 'Evening Drink Lemon Sour Non-Alcoholic.' Now, the company plans to distribute 2 million cases throughout the country, up from 2021's 980,000 cases. First launched last March, the new sour lemon beverage was a notable success due, in large part, to its ability to target two emerging markets: Japan's 'no and low' alcohol segment and the burgeoning "umami" drink space. To produce the unique savory taste of umami, the beverage uses non-alcoholic flavoring extracts from shochu, a popular Japanese alcohol distilled from rice, barley, sweet potatoes, buckwheat, or brown sugar. In addition, the revised sales predictions see Suntory rolling out a six-pack version of the drink to appeal to bulk buyers. Image Credit: Suntory Holdings ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 13% | Activity: 26% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Umami-heavy Lemon Drinks:** The success of Suntory Holding's Shochu-based beverage in the 'no and low' alcohol segment and umami drink space presents an opportunity for other companies to explore this flavor combination. - **Bulk-packaging Non-alcoholic Drinks:** The introduction of a six-pack version of Suntory's Evening Drink Lemon Sour Non-Alcoholic shows the potential for exploring bulk packaging in the non-alcoholic drink market. - **Flavoring Extracts From Traditional Alcohols:** The use of non-alcoholic flavoring extracts from shochu in Suntory's beverage creates an opportunity for other alcohol manufacturers to explore this use of their traditional products in non-alcoholic beverages. ### Who This Affects Most - **Non-alcoholic Beverages:** Suntory's success in the 'no and low' alcohol segment with its Evening Drink Lemon Sour Non-Alcoholic presents a growing opportunity for companies in the non-alcoholic beverage industry that can cater to this market. - **Alcohol Manufacturing:** The use of non-alcoholic flavoring extracts from shochu by Suntory presents an opportunity for other alcohol manufacturers to explore new revenue streams in the non-alcoholic drink space. - **Packaging:** The introduction of a six-pack version of Suntory's Evening Drink Lemon Sour Non-Alcoholic shows the potential for exploring bulk packaging in the non-alcoholic drink market and presents an opportunity for companies in the packaging industry to cater to this need. ## Related on Trend Hunter - [Izakaya-Inspired Citrus Beverages](https://www.trendhunter.com/trends/mirai-no-lemon-sour.md) - [Sake-Infused Yuzu Spritzes](https://www.trendhunter.com/trends/something-nothing.md) - [Sake-Spiked Lemonades](https://www.trendhunter.com/trends/bottled-sake-cocktail.md) - [Savory Indian Kombuchas](https://www.trendhunter.com/trends/umami-brew.md) - [Zero-Alcohol Sake Cocktails](https://www.trendhunter.com/trends/nonalcoholic-yuzu-sake.md) - [Citrusy Alcohol-Free Shandy Beers](https://www.trendhunter.com/trends/alcoholfree-lemon-lager.md) - [Sake-Based Beverages](https://www.trendhunter.com/trends/oishii-sake-spritz.md) - [Savory Citrus Juices](https://www.trendhunter.com/trends/sudachi-juice.md) - [Sour Soft Drinks](https://www.trendhunter.com/trends/chu-lo.md)