What’s Sumatra With You? – Suntory Boss Coffee
I remember the first time I touched down in Japan. Apart from the feeling you get as soon as you exit your plane, i.e. that you have entered a fantastic alien universe, I felt like I was being watched.
Watched by Tommy Lee Jones as he mug graced the Boss Coffee campaign of the omnipresent advertisement across Tokyo. Needless to say that as a coffee addict, I eventually had to try it and it became a staple to stay caffeinated while touring Japan.
Suntory might only be known to you for its whiskey range outside the land of the rising sun, but their iced coffee range has become more than a mere exercise in branching out outside their spirits-centric portfolio since it was launched in 1992 with more than six hundred cans consumed per minute in its home country.
If you are familiar with Japanese emissions, you would not be surprised that utmost attention is paid to the production of the 237-millilitre recyclable can which contains135 milligrams of caffeine, slightly less than the average doppio.
Launching the cans in Australia should be an interesting exercise as Australians love and pride themselves on their hot caffeinated beverages and it remains to be seen how it will be picked up.
I for one prefer a freshly brewed coffee, however, when on the go, a can of flash-brewed Boss – which comes as in iced long black and iced latte varieties – has become a welcome alternative, especially the former.
The flash-brew process allows for the rich aromas of freshly brewed black gold to be captured as the liquid emission is chilled down in second, which results in a complex and subtly nuanced flavour experience that a lot of competitors lack.
photo from company website