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May 10, 2016
Kirin Nama-cha Creates a New Green Tea Culture | EAT
KIRIN
EAT | The Renewed Nama-cha, Now with Cafe Menu
A Fusion of Tradition and Innovation
Kirin Beverage has renewed "Kirin Nama-cha," which celebrates its 16th anniversary this year. Sales began on March 22nd. Furthermore, the first-ever collaboration between Nama-cha and "Excelsior Cafe" has been realized. For a limited time, enjoy menus using Nama-cha at the "Excelsior Cafe Sendagaya Ekimae Store."
Text by Kosaku Waseda (OPENERS)
Nama-cha Renewed
The new "Kirin Nama-cha" respects the essence of green tea while challenging tradition and convention with innovation. After carefully extracting tea leaves at low temperatures, finely ground powder of "kase-cha" is added, creating a deep richness and a light, lingering aftertaste.
The packaging has also been updated to a sophisticated and stylish design that breaks from the conventional image of green tea. The PET bottles are shaped to resemble glass bottles, and along with a simple green-based label, they express the evolved Nama-cha by fusing tradition and modernity.
The renewed "Nama-cha" is creating a new green tea culture.
"Kirin Nama-cha" and "Excelsior Cafe" Collaborate for the First Time
Additionally, a collaboration menu using finely ground tea leaves, developed with the latest technology alongside the Nama-cha renewal, is available for a limited time and at select stores. It's the "Whole Green Tea Leaves and Fluffy Green Latte," where finely ground tea leaves are sprinkled directly onto Excelsior Cafe's signature fluffy foam milk.
Excelsior Cafe's special latte, achieved through carefully selected milk that pursues compatibility with espresso for cappuccinos, and the skill of its baristas. Served in a transparent cup and saucer, the two layers of fluffy milk foam on top and steamed milk below are visually appealing.
Users then add the "kase-cha" powder, rich in umami, themselves. It's a new sensation green latte that can be savored as if "eating" it.
The shared commitment to pursuing high quality and continuous innovation in manufacturing is said to be the background of this collaboration.
Sales run until June 8th (Wednesday). It can only be enjoyed at the Excelsior Cafe Sendagaya Ekimae Store.
Kirin Nama-cha
Sales Region | Nationwide
Price | 80 yen (185g/can) 115 yen (340g/can) 115 yen (280ml/PET bottle) 127 yen (430ml/PET bottle) 140 yen (525ml/PET bottle) 140 yen (555ml/PET bottle) 330 yen (2L/PET bottle) 100 yen (250ml/paper) *Suggested retail price before tax
Whole Green Tea Leaves and Fluffy Green Latte
Price | 530 yen *Includes tax
Size | Regular *Hot only
Sales Period | April 21, 2016 (Thursday) - June 8, 2016 (Wednesday)
Sales Stores | Excelsior Cafe Sendagaya Ekimae Store *Store limited
1-35-14 Sendagaya, Shibuya-ku, Tokyo
Inquiries
Kirin Beverage Customer Service
Tel. 0120-595-955
http://www.kirin.co.jp/