Core Insights - Suntory launched a concentrated beverage called "家庭饮料吧 百事可乐" (Home Drink Bar Pepsi Cola) in February 2025, allowing consumers to mix their own Pepsi at home by combining the concentrate with carbonated water at a 1:4 ratio [1][6] - The product is part of Suntory's "家庭饮料吧" series, which has seen sales exceed expectations, with the series' sales from April to December 2024 being more than double the forecast [8][20] - The concentrated liquid can be mixed with various other beverages, showcasing its versatility beyond just making traditional cola [3][10] Product Details - The 340ml bottle of concentrate can make approximately 10 cups of 170ml cola [1] - The concentrate contains artificial sweeteners, which differentiate its taste from the original bottled Pepsi, and it does not contain carbon dioxide, requiring consumers to add carbonated water for fizz [14][15] - The pricing of the concentrate is higher than that of bottled Pepsi when considering the cost of carbonated water, making it a less economical option [16] Market Strategy - Suntory's strategy focuses on localizing products to meet Japanese consumer preferences, as evidenced by their collaboration with Pepsi since 1997 [21][22] - The introduction of the concentrate aligns with a growing trend of at-home beverage preparation, which has gained popularity during the pandemic [18][25] - The product taps into the Japanese consumer's desire for customizable and engaging drinking experiences, similar to the enjoyment derived from making takoyaki at home [20][21] Competitive Landscape - The launch of the concentrate comes amid a competitive beverage market in Japan, where Coca-Cola and PepsiCo have been vying for market share [25] - Other brands have also introduced syrup-based products for home preparation, emphasizing health and premium ingredients, contrasting with Suntory's focus on fun and convenience [30][28] - PepsiCo has explored similar home beverage solutions through its acquisition of SodaStream, which offers a different approach to at-home soda making [33][35]