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# Plum Wine-Flavored Chocolates
KitKat's Newest Flavor Mimics the Taste of Traditional Plum Sake

By Laura McQuarrie | Published 2018-04-27 | World
Source: Trend Hunter, https://www.trendhunter.com/trends/wineflavored-chocolates
References: [soranews24](https://soranews24.com/2018/04/26/new-ume-sake-japanese-kit-kat-features-the-flavour-of-traditional-plum-wine-with-a-twist/) & [nestle.co.jp](https://www.nestle.co.jp/media/pressreleases/allpressreleases/documents/20180425_kitkat.pdf)

KitKat recently added to its assortment of [unique confections with wine-flavored chocolates](https://www.trendhunter.com/trends/fruitinfused-sak) that emulate the taste of plum sake.

In 2016, KitKat introduced Sake KitKat with 0.8% alcohol and a flavor that paid tribute to traditional Japanese rice wine. Inspired by the success of the product and a desire to satisfy consumers with refined palates, [Nestlé](https://www.trendhunter.com/trends/japanese-kitkat) collaborated with Japanese soccer star and sake connoisseur Hidetoshi Nakata, who has his own brand of sake.

Now, [KitKat's newest rice wine-inspired chocolate](https://www.trendhunter.com/trends/kitkat-sharing-bars) is being unveiled in collaboration with the Heiwa Shuzou brewery. As such, the Kit Kat Ume Sake is a Japan-exclusive product that celebrates the unique flavor of the premium local plums that are grown in the Wakayama Prefecture of the country.

## Trend Insights (Trend Hunter)

- Score: 0.4/10
- Popularity: 2% | Activity: 1% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Regional](https://www.trendhunter.com/regional)

## Key Themes

### What's Driving This Trend

- **Wine-flavored Chocolates:** There is a growing trend towards unique and exotic chocolate flavors inspired by various types of wine.
- **Collaborative Product Development:** Collaborations with celebrities and experts are on the rise and offer potential for innovative and unique flavor combinations.
- **Exclusivity Marketing:** Marketing products as exclusive or limited edition can be a successful strategy for generating demand and creating buzz around new products.

### Who This Affects Most

- **Food and Beverage:** The food and beverage industry can leverage this trend by creating new chocolate flavors that emulate various types of wine.
- **Packaged Goods:** The packaged goods industry can explore collaborations with celebrities and experts in order to create unique and exclusive products that appeal to consumers with refined palates.
- **Tourism and Hospitality:** The tourism and hospitality industry can capitalize on the exclusive nature of these products by offering them as part of a premium experience or as a unique souvenir for visitors to a particular region.

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