"JAPAN CAN"—ALL-FREE to Win in the U.S.

May 20, 2026

Copy

URL copied!

Like!

ALL-FREE NEW KV

My name is Codie, and I’m with SGS Global RTD. I’m the Brand Manager for ALL-FREE in the United States.
First, I’d like to take this opportunity to sincerely thank everyone who continues to support us.

The market is growing—but the seats are filling up.
ALL-FREE began test operations in the U.S. in 2015 and celebrated its 10th anniversary last year. While sales have steadily grown, we cannot yet say that we are fully keeping pace with the overall expansion of the market.

The U.S. non-alcoholic beer market has grown rapidly, posting a CAGR of 27.1% from 2018 to 2024 and already surpassing Japan in scale. Leading brands are now approaching 3 million cases, and the shelf structure is largely defined:
・Heineken / Budweiser: trusted, mainstream leaders
・Athletic Brewing: craft-driven, authentic choice

Until now, ALL-FREE hasn’t clearly belonged to either space. The challenge hasn’t been that the product doesn’t sell—it’s that ALL-FREE hasn’t yet fully entered consumers` consideration set.

A new package design that stands out on the GEMBA

Collaboration with the main agency (IW Group)

Can 0.00% Compete?
In the U.S., beverages under 0.5% ABV are classified as non-alcoholic. ALL-FREE, however, is truly 0.00%. Frankly, that raised some uncertainty. But at GEMBA, that uncertainty gradually turned into conviction.

“My father can no longer drink, but now we can safely toast together.”
“At 0.00%, this is the only option that works as a cocktail base without interfering with other flavors.”

In a country as diverse as the U.S., these voices may not always be loud. But each one represents a real, meaningful demand. Life presents many challenges. Even in those moments, good food and drink can help people move forward.
ALL-FREE is still a small brand in the U.S., but we truly believe we are delivering small moments of happiness to someone, somewhere.

A Bold Renewal
After 10 years, we chose to transform the brand we had built.
・Product evolution (adapted to U.S. taste preferences)
・Packaging renewal (clearly communicating “Made in Japan”)
・RTM redesign (partnership with Reyes, with a focus on CA & HI)
・Strategic shift (toward BTL-centric activation)

The renewal launch events became an important opportunity to share the new ALL-FREE experience directly with consumers and partners across the U.S. Watch the video linked for highlights from the launch events.
Rather than simply chasing short-term sales, our goal is to demonstrate how ALL-FREE adds value to the shelf—and to prove it through results. This year is a defining one for ALL-FREE in the U.S.—and for me personally.

Other companies are also running *ALL-FREE* lunchtime refreshment programs

JAPAN CAN
This year’s message for ALL-FREE in the U.S. is “JAPAN CAN.”
It’s not about saying “only Japan can do this,” but rather a declaration that what originates in Japan can succeed globally. We are strengthening proposals to national chains where we previously had no presence, but also to influential local accounts.
ALL-FREE is now on the menu at Lowboy, familiar to Dodgers fans, and is featured in multiple cocktails at Vandell, recognized as one of LA’s top bars. We have also secured shelf placement in select Sprouts locations. Breaking away from being “a brand strong only in Japanese channels” is a key objective we are fully committed to achieving this year.

In April, cases grew +73% vs. last year, with PODs up +142.6%.

In off-premise, although the number of distribution points and overall sales scale remain limited, and expansion across major chains is still underway, ALL-FREE ranked #2 in velocity (cases) within the California non-alcoholic beer category (all SKUs) over the most recent four weeks ending April 18—demonstrating strong performance within the stores where it is currently available.

*Source: Nielsen, 3 Facts of 910 Products in California – State, Total US xAOC, Total Wine & More Total Store California, 4 w/e 04/18/26

Through ALL-FREE, we aim to showcase Suntory’s craftsmanship and the spirit of Yatte Minahare to the world—while expanding the possibilities of non-alcoholic beverages. If you have the opportunity to visit California or Hawaii, we would be honored if you picked up ALL-FREE and experienced it for yourself.