Asahi Beverages has launched an innovative new initiative that markets experiences focused on outdoor activities and culinary exploration. Using the reputation of its well-known carbonated drink, “Mitsuya Cider,” the firm has developed programs emphasizing a balanced relationship with nature and sustainable living.
The company rolled out the “Mitsuya Open Air Relay” scheme via its official website on June 30. Each session lasts between two to three hours, with the inaugural session taking place 16 days post-launch. By year’s end, Asahi anticipates conducting roughly 90 sessions with an estimated total of 4,000 participants. The price per program varies from 3,000 to 10,000 yen.
Starting in Itoshima City, located in Fukuoka Prefecture, Asahi plans to gradually expand the program to other regions. The firm will provide both in-person and remote experiences, offering home-delivered kits and online video content to customers residing further away.
The sessions are divided into three categories: “Savoring Nature,” “Savoring Food,” and “Savoring Creation.” Upon launch, offerings included a unique salt-making experience using seawater (priced at 5,500 yen) and a farm-to-table experience involving harvesting local vegetables and pizza making (priced at 7,150 yen). Source: Asahi / Nikkei
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