Chu-Hi with a slice of lemon: hit or miss?
Asahi Breweries' new drink, Mirai no Lemon Sour (Future Lemon Sour), is an innovative combination of shochu, carbonated water and lemon juice, with an additional lemon slice placed inside the can. This drink is intended to bring the experience of Japanese taverns to consumers' homes.
Izakaya in Tokyo (photo: shutterstock)
Japanese lemon drinks, known as chu-hi, are a popular choice in izakayas (places where drinks are consumed on-site), where they are served with fresh lemon slices. Mirai no Lemon Sour is distinguished by a special removable lid that creates finer bubbles, enhancing the taste of the drink. Asahi says the lemon slice floats on the surface of the drink, adding not only flavor but also a visual and olfactory element that echoes the izakaya atmosphere.
Viral success and the influence of influencers
A canned drink with a slice of lemon inside has gained enormous popularity thanks to online recommendations and reviews. One of the influencers who contributed to the fame of this product is Szymon Dudek, known online as the "food man". Its rave reviews attracted the attention of thousands of consumers in Poland, who began looking for information about the availability of the drink in their local stores.
A new era of Lemon Sour
The first deliveries of Mirai no Lemon Sour hit nine prefectures in Japan, including Tokyo, just a month ago. The products quickly disappeared from the shelves, which proves the huge interest of consumers. In Poland, where the drink has become an Internet hit, young consumers are impatiently waiting for the opportunity to purchase this innovative product in the country on the Vistula River.
It is also surprising how quickly the drink reached the European Internet. Just 2 weeks after the product was launched on the market, European social media started talking about the new sales hit.
What does Mirai no Lemon Sou drink taste like?
The Mirai no Lemon Sour drink is offered in two flavors: original and more bitter. The original version is characterized by a harmonious taste, balancing the sourness of lemon with delicate sweetness. The bitter variant, with a less sweet mixture, is dedicated to fans of more expressive, dry flavors.
The lemon slice inside the can is about five millimeters thick and adds a characteristic bitterness to the drink. This innovative element makes the drink visually attractive. The sight and smell of fresh lemon floating on the surface of the drink enhances the taste experience and transports consumers to the atmosphere of Japanese izakaya taverns.
The new drink is 345 milliliters per can and is expected to retail for 298 yen (about $2). The nationwide premiere date has not yet been set.
