JAL offers a variety of original food products. Alcohol is a particularly popular category. In 2023, we launched our new original craft gin, "Re FLY." In February 2024, we announced our craft beer, "Japan Arigato Lager." These two new drinks, released one after the other, were actually born from completely different circumstances.
Two different approaches lead to the same result: "alcohol to reduce food waste"
Yoshida: As the JAL Group places ESG at the core of its management strategy, we started this project to see if we could do something in the commerce business that I work for. We didn't intend to make alcoholic beverages from the beginning. While we were looking for ways to utilize waste from the services that JAL provides, we noticed that 1.8 tons of used coffee grounds are produced annually at the JAL lounge for domestic flights at Haneda Airport. We arrived at craft gin as a way to make good use of that. We met Ethical Spirits, a company that makes gin using unused materials based on sustainability, and realized that gin could be made from coffee grounds.
Ethical Spirits
Mileage and Lifestyle Business Division Yoshida Yui
So says Yoshida Yui of the Mileage & Lifestyle Business Division. In addition to the coffee powder brewed in the lounge, the base liquor is Akita Prefecture's local sake Tobirasen's ginjo "Kasutori Shochu". On the other hand, beer was a business development approach in the non-aviation field. Okada Chisaki of the Business Development Department continues.
Business Development Department Chisaki Okada
Okada: "Starting in fiscal 2023, we will be holding an external business contest for open innovation. The winner of the grand prize was Beer the First, which makes upcycled beer. This is a venture company that brews upcycled beer by replacing part of the malt with other carbohydrates. We considered using waste products, as we did with gin, but in order to brew, the ingredients need to remain in a clean state without being mixed with other things, and after much consideration, we decided on cooked rice. Since we cannot run out of rice so that customers can enjoy curry and other dishes in the lounge, we inevitably end up with a surplus at the end of business, even if we use various methods to control the amount served."
Beer the First
One was an approach to sustainability, the other was looking for new business development partners. These two completely different projects culminated in the same plan: "Alcohol to solve the issue of reducing food waste."
Aromatic and pure gin and refreshing, easy-to-drink beer
Yoshida: "Initially, we could have made the gin taste like coffee, but we decided to think about what kind of taste would be unique to JAL. During the discussion, we got inspiration from the aroma burned at the entrance to the lounge. By imagining our original aroma "EVENING", which has a sophisticated and deep scent, it matches well with the characteristics of bitter coffee. We have received feedback that the aroma is good and that it is one of the products that shows people a new way to enjoy gin."
When you take a sip of "Re FLY" straight, the first thing you'll notice is the elegant top note of Japanese cypress. Following behind are the distinctive notes of yuzu, Japanese pepper, and ginger, followed by a complex flavor with a soft sweetness and rich coffee flavor. The taste itself is refreshing, and mixing it with soda is one of the recommended ways to enjoy the unique aroma of "Re FLY".
Okada: "Unlike craft gin, we decided not to use any flavorings for the beer. Craft beer may have an image of being heavy and strong, but we want people of all ages, and even beginners, to enjoy it. So we aimed for a refreshing taste with a fruity aroma. You might think that using rice would make it sweet, but in fact it gives it a refreshing taste. We placed importance on speed in the development, so this effect was a dream come true."
The deliciousness is clear when you try it. It has a light yellowish appearance, and a citrus fruity aroma with a wheat-like aroma and acidity. It is light on the palate, and the first impression is bitter. It has a refreshing, lingering taste, and an overall dry impression. A slight fruity aftertaste reminiscent of hops lingers in the aftertaste.
Quality and gratitude. The package also contains a message
The gin was named "Re FLY" to evoke the image of discarded goods being reborn and taking flight again. The beer was named "Japan Arigato Lager" to express gratitude to the ingredients and producers and to reflect the Japanese food culture of using all ingredients to the fullest. The packaging design was also carefully designed.
Yoshida: "We developed Jin with the theme of 'refined Japanese', with a focus on the high-quality image of the lounge. We had come up with several designs before deciding on this one, and we voted within the team."
Okada: "The name conveys gratitude to both food and people, and we also want it to be used as a gift, so we used the word 'Thank you,' which is understood around the world. The design comes in two colors, beige and navy blue. We illustrated the worldview of the name, creating a pop and cute design that makes people want to give it as a gift."
In addition to using JAL services, you can also purchase tickets in-store or online.
"Re FLY" was previously served at JAL's SALON, a bar in the first class lounge, and mini bottles (pictured left) were also available on flights between Haneda and New York. Although the offer will end once stocks run out, it can still be purchased at JAL Shopping on the JAL Mall site, as well as at the Ethical Spirits store in Taito Ward and on their website.
Re FLY
On the other hand, "Japan Arigato Lager" is currently on sale at major retailers such as Olympic, department stores such as Daimaru Matsuzakaya and Takashimaya, and Gorigori Burger in Roppongi (please check the official website at the link below for the current stores that carry it). It is a limited edition product with a production run of about 9,000 bottles.
Japan Arigato Lager
Yoshida: "Thanks to you, our gin has been very well received, and people overseas have commented that it's an interesting initiative. It also makes an excellent cocktail base, such as mixed with soda. I hope that even more people will be able to enjoy it in the future."
Okada: "Beer is positioned as a new business, but we are recording sales numbers as targeted. The business contest that sparked this beer is scheduled to be held again this year, so we hope to continue incorporating outside knowledge and developing new businesses for JAL."
JAL also offers the fruity and mellow shochu "Tsuru Sora" made from Chiba Prefecture's sweet potatoes "Beni Haruka" and "Beni Azuma". Although JAL is not a sake brewery, we are implementing various ideas beyond our business domain as part of our services to please our customers.
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The contents published are accurate at the time of publication and are subject to change.
