ZONe ENERGY DRINK (All 58 Flavors) Reviewes

Suntory's Digital Energy Drink Launched from β Version

This digital energy drink, launched by Suntory as a "super-immersive energy drink for the digital generation," is different from the typical energy drinks focused on extreme sports. It is marketed towards e-sports and emphasizes digital affinity.

On December 6, 2019, a pre-release β version was sold in advance through platforms like Amazon and university co-ops.

As shown in the promotional video, the marketing strategy is centered around the "otaku" scene, which is a completely different world from the usual energy drink scene. It gradually raised awareness, mainly on Twitter.

2020, ZONe Energy Drink Official Nationwide Release

In 2020, version 1.0.0 of ZONe Energy Drink was officially released nationwide. Additionally, the simultaneous release of ZONe FIREWALL helped ZONe create a strong presence from day one. This is the power of Suntory, something independent energy drink brands cannot achieve.

The 500ml black and red cans of ZONe stood out, and its character designs and personifications spread widely, especially on Twitter.

Many influencers and illustrators contributed by posting illustrations of ZONe, and even held contests. This strategy helped the brand quickly gain traction in the otaku community.

Furthermore, ZONe’s promotions, including those closely tied to the digital space, were a significant departure from Suntory’s past approach of releasing energy drinks only to discontinue them within a year.

It can be said that ZONe Energy Drink has successfully positioned itself within the digital realm, an area that Suntory had not directly targeted before.

ZONe Continues to Release New Products Relentlessly

With the release of the third flavor, ZONe DEEP DIVE, the 500ml black, red, and blue energy drinks were displayed together on shelves. This made them impossible to miss, and the taste, reminiscent of Calpis Sour, was well-received.

Apart from Twitter, major media outlets unrelated to energy drinks also featured ZONe on launch day, which made it particularly notable on the internet.

Great Value for Large-Capacity Energy Drinks

By this point, ZONe had become a great value product in Japan, offering 500ml cans at about ¥200. Many consumers likely started buying ZONe for its large size and affordability.

The Trend of Releasing Too Many New Products

As seen in the review section, ZONe has been releasing new products at an unprecedented pace.

However, some fans started feeling fatigued from the constant flow of new products with similar flavors. The focus shifted to maintaining buzz with constant new releases and collaborations.

In many convenience stores with limited shelf space, only two varieties—original and new releases—are being stocked. The impression is that too many varieties are being released. However, stores like Don Quijote, which have more shelf space, tend to carry the full range of flavors.

Product Discontinuations Begin, but Simultaneous Releases Reach Record Numbers

In 2022, the official website began listing discontinued products. As of February 2022, ZONe Trance, ZONe mad_hacker, and ZONe Firewall were discontinued.

Although Trance was discontinued just over six months after its June 2021 release, ZONe had 11 varieties still available. This made ZONe the energy drink brand with the most flavors available in Japan.

ZONe Energy Drink Series Continually Updates Versions

ZONe Energy Drink cans feature a "version" label, and the original product is constantly evolving with slight changes in flavor and ingredients. It seems to always be in a state of evolution, though sometimes it may feel like there’s been too much change.

For example, ZONe Utopia was initially 17% fruit juice in version 1.0.0 but was changed to 18% juice in version 1.1.8.

ZONe DEEP DIVE’s design was also renewed, and its version was updated to 1.0.920, referencing the depth of the Mariana Trench, which adds an enjoyable aspect to the changes.

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