アサヒ飲料 will launch the energy drink “Predator Energy” in Japan. The company announced plans to expand the market over the next 3 years, combining a 500ml serving size priced at ¥180 with the product’s large-format, low-price positioning.
The energy drink “Predator Energy” will make its debut in Japan, with a recommended retail price of ¥180 (excluding tax) for a large 500ml serving. Promoted as offering strong value for money, high energy and a large serving size, it is intended to attract new users. During the current fiscal year, including the market introduction period, a web commercial launch event will be held in Tokyo on 3 September to explain the product strategy and future plans.
The market continues to grow, with growth expected to outpace that of the Monster Energy market. Predator Energy has been adapted from a product sold overseas for the Japanese market, using ingredients that comply with Japan’s regulations and addressing needs different from those served by existing brands. The packaging is primarily gold and features an animal-inspired logo.
The company is pursuing a 3-brand portfolio strategy. Monster Energy will be positioned to increase loyalty among new users, while Rainstorm will target health-conscious consumers. The aim is to expand the market as a whole by delivering value tailored to different needs.
Under the 3-year plan, the September–December 2026 market introduction period has a sales target of 100,000 cases, followed by targets of 250,000 cases in 2027 and 400,000 cases in 2028. The company will promote greater in-store visibility, video advertising and social media buzz, with a focus on encouraging trial during the launch period.