JAKARTA – Suntory Beverage & Food Limited will launch its Suntory brand coffee drink, De’Koffie(130 ml plastic bottle), in Indonesia through PT Suntory Garuda Beverage (President: Fransiskus Johny, Main Office: Jakarta, Indonesia, hereinafter “Suntory Garuda Beverage”), a Suntory Group company, starting from early March.
The Indonesian soft drink market is expected to have an outstanding potential for growth. Despite the RTD coffee drink holding smaller shares within this market, we have high expectations of growth from these shares in addition to the market itself as well.
In correspondence to this market, we will be launching the first Suntory brand coffee drink, De’Koffie,to be sold in Indonesia.
With the vast knowledge and expertise we have acquired over 20 years of product development with our BOSScoffee drink, by utilizing our group R&D technology and local knowledge for the contents, packaging, and facilities, we have created a product sure to please the palates of our customers in Indonesia.
Content Characteristics
In Indonesia, a common way of drinking coffee is to put powdered coffee into a cup, with water or hot water poured in to extract the flavors.
This allows for savoring the strengths of the powdered coffee which is key to this style of drinking coffee.
This time we have crafted the coffee to hold this key feature from the powdered coffee by providing a satisfying, strong sweetness in the coffee. We will be launching three types:Original, Latte, and Mocha.
Package Characteristics
In order to enjoy the satisfying, strong sweetness of the coffee within a limited time, such as during work breaks, we have adopted the 130 ml plastic bottle
Product Name
In order to relay the concept of the authentic and enticing coffee drink, we have named the product, De’Koffie, meaning “the coffee” in Dutch.
We have established the joint company, PT Suntory Garuda Beverage, in 2011 with the GarudaFood Group, purveyors of various Indonesian foods and drinks, in order to manufacture and sell our soft drinks within Indonesia.
We are proactively working to develop the Suntory brand, and have launched the green tea drink, Mirai, in 2012, and the MYTEA Oolong Tea in 2013, both which have been well received.
While actively working to grow the Suntory brand in Indonesia, Suntory Beverage & Food Limited will further accelerate our global strategy by seeking to maximize synergy between group companies in Japan, Europe, Oceania and Asia.
Source: press release
