Suntory is set to tantalize beer lovers with its new product, "THE PEEL," a refreshing lemon peel sour drink that emphasizes the often-overlooked value of fruit peels. The beverage is set to be officially released on April 1, 2025, but the buzz surrounding its launch is already palpable, thanks to a dynamic promotional campaign featuring popular actors Yo Oizumi, Takumi Saitoh, and Atsuhiro Inukai.
The product was unveiled at a lively launch event held in Tokyo on March 25, 2025, where Oizumi and Saitoh shared the stage, showcasing their camaraderie and engaging in a series of humorous exchanges with the moderator. "It's a really wonderful commercial, I'm praising myself," remarked Oizumi, who exuded enthusiasm about the project. The campaign is designed to celebrate not only the drink itself but also the vibrant culture of beer appreciation in Japan.
The promotional spots, including the first commercial titled "The Peel: Counterattack of the Peel 4/1 Notice," are set to begin airing on March 27, 2025. The commercials showcase a refreshing terrace setting where the trio engages in banter that highlights their personalities and the drink's unique selling points. In one light-hearted moment captured in the commercials, Oizumi showcased his impressive knife skills as he demonstrated how to peel a lemon. "His knife skills are excellent, and (the peel) was beautifully rolled," Saitoh praised, emphasizing Oizumi's culinary talents as they peeled lemons live on stage.
Saitoh also shared a reflective commentary during the event, saying, "The peel is peeled and thrown away, but there was something that resonated with my life as an actor. The peel itself has more nutrients than the juice sometimes." He continued, drawing connections between the often-marginalized peel and his own experiences in the entertainment industry, suggesting that both deserve recognition for their inherent value.
As the event unfolded, the interactions between Oizumi and the MC raised a few chuckles from the audience. Notably, Oizumi humorously questioned the moderator’s focus, asking, "Are you listening?" This playful exchange illustrates the lighthearted spirit of the event while also reflecting Oizumi's engaging presence as both an actor and comedian.
Oizumi further joked about his multiple roles in the entertainment field, asserting, "I'm already a two-sword style. My job itself is as an actor and variety performer, and recently..." However, his train of thought was gently interrupted by the MC, who was eager to keep the event on track. This led Oizumi to quip, "Are you not interested in anything other than timekeeping?! I'll go with a three-sword style," showcasing his comedic timing and ability to keep the audience entertained.
Following the discussions, both Oizumi and Saitoh sampled the new lemon peel sour drink. Oizumi shared his delight, stating, "When I'm having a tiring conversation with someone who doesn't mesh well, it's refreshing to drink and switch gears." His humorous take highlights the product's suitability for those seeking refreshment from their daily grind.
Bringing everything back to the essence of the product, Saitoh remarked about the innate qualities of the lemon peel, likening it to his journey as an actor. He noted, "There are things that make use of peels like peel chocolate and jam," advocating for broader culinary appreciation of ingredients often discarded.
The synergy between the promotional strategy and the personal anecdotes brought forth by the brand messengers illustrates a renewed focus on the sophistication of flavors that can stem from humble beginnings. For beer lovers, "THE PEEL" aims to provide a delightful sip that elevates their drinking experience while celebrating the nuances of flavors found in lemon peels.
As anticipation grows for the launch, it is clear that "THE PEEL" is not just another sour drink but rather an innovative addition to the landscape of beverages that pays homage to every part of the fruit it comes from. With its blend of humor, personality, and a nod to the essential nutrients found in fruit peels, Suntory has crafted a compelling narrative that is sure to resonate with consumers come the release date on April 1.
In a world increasingly focused on sustainability and food waste, the messaging behind "THE PEEL" serves as a refreshing reminder that every part of the fruit has its place, and perhaps, the best is yet to come.
