Suntory launches Izakaya cocktail Maru-Hi in California

Tokyo, JAPAN (December 12, 2024) – Suntory Holdings, a global beverage leader, has announced the expansion of its US Ready-to-Drink (RTD) portfolio with the launch of MARU-HI, a new Japanese inspired sparkling cocktail. MARU-HI will launch in California in January 2025, with plans to expand to other states in the following year, and is a key part of Suntory’s ambition to become the leading global RTD company by 2030.

MARU-HI is a flavored malt beverage (FMB) inspired by Chu-hi, a Japanese cocktail often enjoyed in traditional bars known as Izakayas. Chu-hi culture has experienced strong growth and success in RTD formats, driving Japan to become the second largest RTD market in the world^*1. Suntory has a unique competitive advantage in this space, bringing together expertise and craftsmanship in non-alcoholic beverages and spirits to make Suntory a leading RTD company in Japan.

Suntory’s expertise and commitment to quality enables the company to create incredible products for consumers like MARU-HI that are distinct within the category, with standout flavor. Available in traditional citrus flavor, a subtle lemon lime blend at 5% ABV, MARU-HI delivers a unique and refreshing drinking experience that embodies the essence of Japan’s Izakaya culture and Chu-hi flavor. MARU-HI is available in 6 and 12 pack 12oz cans, as well as 24oz single cans.

“Our competitive advantage in the RTD category is our superior liquid design expertise and craftsmanship that we’ve accumulated in our over 100-year history as a multifaceted beverage company,” said Suntory RTD Company President Sho Semba. “We are excited to introduce this new FMB product to the US next year as we continue to build a strong presence in the US FMB market across Suntory Group.”

The global RTD market is on an expansion path, and by 2030, the company estimates the market to reach US$50 billion^*2. The US is the world’s largest RTD market where FMBs represent a significant share, and Suntory aims to further expand its footprint in the FMB category by launching MARU-HI.

Suntory continues to infuse Japanese craftsmanship and bold innovations into the company’s growing RTD portfolio, which includes:
●-196 (minus one-nine-six), a vodka-based Japanese RTD available in markets such as the US, Australia, Europe and Southeast Asia.　
●On The Rocks, a premium ready-to-serve cocktail brand
●Horoyoi, a Japanese RTD brand with low ABV content enjoyed in Asia 

*1 IWSR 2023

*2 Retail Value base