Suntory Zeroppa Redefining Non-Alcoholic Customer Value and Usage Scene Expansion
This examines Suntory's non-alcoholic beverage "Zeroppa," detailing its marketing strategy focused on redefining customer value and expanding usage scenarios beyond simply being an alcohol substitute.
Zeroppa is presented as a non-alcoholic base concentrate for mixing with various beverages, allowing for a complex, spirit-like flavor that enhances food pairing and social drinking experiences. The strategy aims to transform non-alcoholic choices from "passive compromise" to "active selection," notably through the concept of "Zebra Drinking," which involves alternating between alcoholic drinks…
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