Suntory Beverage & Food Hong Kong clinches FMCG Asia Awards 2024 for product debut

Suntory’s commitment to innovation and quality sustainability is embodied in its Suntory Oolong Tea.

Beverage and food company Suntory Beverage & Food Hong Kong brought home the Consumer Good of the Year (Tea) - Hong Kong category win at the coveted FMCG Asia Awards 2024 for the launch of its staple products Suntory Oolong Tea and Suntory Jasmine Oolong Tea in Hong Kong in April 2024, quickly gaining popularity amongst consumers.

Initially launched in Japan in 1981, Suntory Oolong Tea is renowned for its expertise and quality. Its expertise in Oolong tea is evident in its meticulous selection of raw materials and precise production. The company sources tea leaves from Fujian Province, China, known for its ideal growing conditions.

Its high-temperature extraction preserves fresh flavour, reduces bitterness, and ensures a robust, authentic Oolong tea taste. Consistent temperature control also guarantees uniform quality in every bottle.

Meanwhile, its Jasmine Oolong Tea is unique in the market for its exquisite blend and flavour. It delicately scents lightly fermented Golden Osmanthus Oolong Tea leaves with fresh jasmine flowers. This process imparts a lasting floral aroma and a mellow taste to the tea.

Within three months of its product launch in Hong Kong, Suntory secured a 5.4%¹ volume share in the CVS Channel, with 13%² contributing to organic growth in the Ready-to-drink Unsweetened Tea Category. Thanks to its strong brand recognition amongst Hong Kong consumers who are familiar with Japanese brands, Suntory rapidly reached a 47%³ brand awareness in just one month. The launch of Suntory Oolong Tea significantly strengthened Suntory Japan's brand equity in Hong Kong.

At the same time, Suntory Oolong Tea has set a new standard in ready-to-drink teas, inspiring competitors and leading the Oolong Tea trend. Consumers love its smooth texture, robust aroma, and unique aftertaste, calling it “truly unique and authentic” and praising its “robust aroma and mellow aftertaste.”

“Our deep connection with Gen Z in Hong Kong, coupled with exceptional product quality, drives our success. Suntory Oolong Tea embodies simplicity, experiential living, and control with its natural ingredients and clear formulation. It enhances both work and leisure, promoting a quality, aspirational lifestyle,” the company said.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

Source: 
1 NielsenIQ, Source of Volume – CVS & Drug Chain, Apr-Jun '24
2 NielsenIQ, Source of Volume – CVS & Drug Chain, Apr-Jun '24
3 Suntory Oolong Tea Survey 2024

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].