The history of JAL's original drink "Sky Time" dates back to 1992. It began with the original "Sky Time Kiwi," followed by "Sky Time Yuzu" (2004), "Sky Time Shikwasa" (2011), and "Sky Time Kiwi (Reprint)" (2014), and this latest renewal marks the fifth generation.
Developed in collaboration with Asahi Soft Drinks and incorporating customer feedback
Kaiami: "There were many customers who were looking forward to the renovation, so there was a lot of pressure to renovate. The project started two years ago, in 2019, and development progressed with the aim of opening in time for the Tokyo 2020 Games."
This is what Naoko Kaiami, a former flight attendant who is now part of the Product and Service Planning Division, recalled. She said that she had experience interacting with customers who ordered Sky Time, and felt a particularly heavy responsibility.
Kaiami: "Many customers say that 'Sky Time is synonymous with JAL,' and it is very popular. We felt some pressure to create a new 'classic' drink that evolved from that. We started by considering the flavor, thinking about what kind of taste would be loved and familiar. One of the reasons why 'Sky Time Kiwi' was so well received is that there isn't much kiwi juice in the world, so it felt fresh to people. It was a very special drink, so we thought it would be good to carry on that tradition and create the next flavor that is not often seen on the general market."
However, it became clear that it would be difficult to obtain the raw fruit juice and flavorings required for such flavors.In addition, we were concerned that customers would have a hard time imagining the taste of fruits that are not widely available in Japan, and that they would not feel familiar with them, so we decided to rethink our approach.
Kaiami: "To solve these problems, we came up with the idea of mixing multiple fruits. After much trial and error with our development partner Asahi Soft Drinks, we came up with the combination of peach and two types of grapes (red and white)."
Once the flavor policy was decided, the next issue was color. Up until now, we had only used yellow, so there was concern that red, which evokes peaches and grapes, would diminish the Sky Time feel. In the end, positive opinions such as "changing the color will bring out a more fresh feel" and "it will fit in with the JAL brand color" won out.
Kaiami: "Just like the previous Sky Time drinks, we wanted to keep the refreshing aftertaste, and while the aroma is mellow, the taste is not too sweet. We will also be serving this drink on international flights, so we hope it will be well received by customers from overseas... We proceeded with the development through a process of trial and error."
Furthermore, in this project, we wanted to incorporate customer feedback, so we asked customers who attended an in-person event on "trico," a travel community site run by JAL, to sample the drinks and give us their opinions.
Kaiami: "We had the customers try the drink without telling them that it was a new Sky Time product. We decided on the flavor based on their feedback and made subtle adjustments to the taste. After we announced the renewal, one of the customers who attended said, 'So that's what we had back then!'"
A complete overhaul of the previous simple packaging. The design was chosen from an internal competition.
Now, what's special about the renewal is that we paid careful attention not only to the taste but also to the package design.
Imai: "I used to draw illustrations with colored pencils as a hobby. When I saw the internal PR soliciting new ideas for the Sky Time package design, I thought, 'This is it!' and drew it. I love kiwis so much that I felt a lot of pressure. After a while, I was contacted directly and I was so happy. I never imagined it was a renewal project..."
Reina Imai of JAL Navia says this because the renewal project was being carried out in secret even within JAL. The idea was to solicit ideas for the packaging of the "Sky Time Kiwi" that was being offered at the time, and to have the staff with the best idea rethink it with the theme of "peaches and grapes." Saori Hayashi of the PR department was also one of the people who applied.
Hayashi: "I also love Sky Time. The previous packaging was simple, so I thought it would be nice to have a pop, bright, and more appealing design, so I came up with a design with the image of overflowing fruit juice."
The package design was based on Hayashi's design and featured new illustrations of peaches and grapes drawn by Imai, and adjustments were made in parallel with the development of the taste.
Kaiami: "The illustrations that can be used on the packaging are subject to restrictions imposed by the 'Fair Competition Code for the Display of Fruit Drinks, etc.', and must not violate these restrictions. Within that, we aimed for a design that would directly convey the image of the drink to customers, making them want to try it, and that would brighten up the cabin and make the trip even more enjoyable. I think we've come up with a design that will make you want to place it at the very front of your cart when you're on duty as a flight attendant so that customers can see it."
It's a complete revamp from the previous simple design, with a focus on eye-catching cuteness.
Refreshing and refreshing. A delicious drink that goes well with meals.
Now, after listening to the opinions of our customers and our company and going through a process of trial and error, we have created "Sky Time Peach and Grape." When you open the bottle and pour it into a glass, you will be greeted by a gentle fragrance of soft sweetness mixed with a hint of sourness. When you put it in your mouth, the sweetness of the peach rises, and the refreshing aftertaste of the grapes that you can feel layered on top of it makes it a refreshing drink. You will probably find it easy to pair with meals.
Kaiami: "It contains the juice of white peaches, white grapes, and red grapes, just as shown in the illustration on the package. It has a color similar to rosé wine, and contains polyphenols derived from fruit. I think you'll feel like you're enjoying alcohol even in situations where you can't drink alcohol."
Imai: "I was surprised at how vibrant the color was when I poured it. It's so cute. I think it would be delicious even if I added some soda. In fact, since we started serving it, I've been checking customer reactions on social media every day."
Hayashi: "I thought it would be thick and creamy, but I was surprised at how light it was. I think it's just as delicious as kiwi fruit. I'm thrilled to have had the opportunity to be involved."
Please enjoy our new creations that can also be arranged in different ways.
The three people who participated in the project seem to be satisfied with the result. Furthermore, "Sky Time" can be enjoyed in a small arrangement.
Kaiami: "Only on the Hawaii route, we offer an original cocktail called 'Sky Royale', which is mixed with sparkling wine, in economy class."
Although it is not on the menu, it can be customized in first and business class. We also recommend mixing it with champagne or soda.
Kaiami: "As a flight attendant, I had no experience of seeing my ideas take shape and become a product that is offered to customers. I was thrilled when the press release was released and when we launched the product, and I was also delighted to receive so much positive feedback from customers on board and on social media. When I return to flight duty, I am looking forward to seeing customer reactions directly. I think I'll end up telling them, 'Actually, I was involved in the development.'"
It took two years to complete "Sky Time Peach and Grape." It may make your flight even more enjoyable. If you have the opportunity to fly with us, please be sure to try this new product that JAL is proud of.
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The contents published are accurate at the time of publication and are subject to change.
