7-Eleven launches yuzu sake "Akiyuja" in collaboration with Yoshihiro Akiyama

[The Financial News] 7-Eleven announced on the 11th that it has partnered with TV personality Yoshihiro Akiyama to exclusively launch the yuzu sake "Akiyuja" on the 12th.
"Akiyuja" is the second product in the "Aki" sake series that 7-Eleven is introducing with Yoshihiro Akiyama. It was planned as a follow-up to the matcha-concept sake "Aki Green," released in December last year, which has recorded cumulative sales of 100,000 bottles.
Recently, more young people are traveling to Japan and experiencing the local drinking culture, and demand for sake is rising as a result. According to 7-Eleven, its sake sales grew 30% in 2024 and 70% last year, showing strong growth, while the main customer base has expanded from people in their 30s and 40s to the MZ generation.
Reflecting this trend, 7-Eleven explained that it decided to follow its existing matcha-concept product with a more mainstream fruit-flavored item. Taking inspiration from the Japanese yuzu sake "Tsuru-ume Yuzu," the company highlighted the aroma and sweetness of yuzu. "Akiyuja" has an alcohol content of 6%, making it a low-alcohol drink that beginners can enjoy without much burden. It offers a flavor that combines refreshing yuzu notes with a smooth sweetness, and comes in a clear bottle to emphasize yuzu’s naturally bright color.
Yoshihiro Akiyama took part in planning the product, including setting the concept and working on the design, under the theme of "a sake that suits the spring season."
Beyond the "Aki" series, 7-Eleven is also expanding its sake lineup with four types of "Kubota" sake, "Hanjan Sru," and other diverse products.
Kim Yoo-seung, liquor merchandise planner (MD) at 7-Eleven, stated, "As the culture of enjoying sake spreads, especially among the MZ generation, the related market is also growing," adding, "Because this product features a widely popular yuzu flavor, we plan to position it as an alcoholic beverage targeting the spring season."
localplace@fnnews.com Kim Hyun-ji Reporter