[JR East Startup Co., Ltd.] Limited sale of “Minakami Cola” using spring water from Minakami Town!
*JR East Startup Co., Ltd.*
Press release: August 26, 2024
**
Limited sale of “Minakami Cola” using spring water from Minakami Town! *~On August 31, 2024, we will be selling a limited number of 100 prototype cans at “Doai Yuichi”~*
○ Ira Cola Co., Ltd. (Representative Director: Kobayashi
Takahide), JR East Startup Co., Ltd. (Representative Director and President: Shibata)
In collaboration with Minakami Town, Gunma Prefecture, which is the town at the headwaters of the Tone River, we aim to create a sustainable town where nature and humans coexist in harmony, which is the philosophy of Minakami UNESCO Eco Park. We are working on the development of Minakami Cola.
〇Since the prototype of “Minakami Cola” has been completed, a limited number of 100 prototype cans will be sold at the “Doai Yuichi” held at Doai Station on August 31st. “Minakami Cola” is a craft cola made by mixing cola syrup made with flavored cypress water from Minakami and carbonated water made from Minakami’s spring water.
〇Through craft cola production, we aim to revitalize the region as a new industry and create new tourism demand.
* [Product introduction] *
Product name: Minakami Cola prototype can
Sales date and time: Saturday, August 31, 2024 from 15:00 to 20:00 *Sales will end as soon as the product runs out.
Sales location: DOAI VILLAGE, an accommodation facility adjacent to Doai Station on the Joetsu Line
Sales price: 1 can (250ml) 600 yen (tax included)
Sales quantity: 100 cans
Main ingredients: Hinoki flavored water, citrus fruits, spices, Minakami spring water
Product details: A craft cola that takes advantage of the clean, melt-in-your-mouth soft water produced by the beautiful nature of Minakami Town, the source town of the Tone River. The raw materials are Iyoshi Cola’s original syrup created to match Minakami’s spring water, and cypress flavored water from SUMIKA*, an aroma oil manufacturer in Minakami Town, is blended. This is a craft cola that lets you feel the spring water and nature of Minakami.
*SUMIKA is a distillation/perfume room located in the forest in Minakami Town, Gunma Prefecture.
I’m looking for a way to create a “good night scent” that soothes the mind and body.
URL: https://morinosumika.stores.jp/
* [Minakami UNESCO Eco Park] *
Although Minakami Town can be reached in just over an hour from central Tokyo, it still retains many of Japan’s most precious natural treasures. We have developed the town while skillfully interacting with the rich nature, which is an important resource and treasure of the region. The area was registered as a UNESCO Eco Park on June 14, 2017, in order to continue and develop the efforts that have been made so far, and to become an area where people and nature support each other for a long time to come.
URL: https://www.town.minakami.gunma.jp/minakamibr/
* [Characteristics of Iyoshi Cola] *
~Craft cola born in Tokyo created by the grandson of a Chinese herbalist craftsman who dedicated his life to making cola~
Ira Cola representative “Cola Kobayashi”, who is the grandson of the Chinese herbalist craftsman “Ryotaro Ito”, created this product based on the Chinese herbal manufacturing method and craftsmanship inherited from his grandfather. It was born in Tokyo in 2018, and opened a Shibuya store in addition to the Ira Cola main store Shimoai. In collaboration with over 450 public bathhouses across the country, we offer authentic craft cola baths and offer a craft cola experience unique to Japan. Furthermore, we are continuing to take on new challenges, such as producing a new type of sake by fermenting cola lees with rice and a sake brewery.
* [Product development background] *
Iyoshi Cola was selected for the JR East Startup Program in Fall 2023 and is working on regional revitalization and water source
conservation activities through craft cola production.
We are collaborating with Minakami Town and local businesses to produce a new craft cola that makes use of spring water from Minakami Town, the source of the Tone River, and local ingredients. By collaborating with the local community, we will create jobs, increase the attractiveness of the area, and increase demand for souvenirs and attract tourists. We are also considering contributing to the local community in a sustainable manner by donating a portion of our sales to water source conservation activities.
* [For the future] *
Based on the trial sales at the Doai Yuichi, we will develop Minakami Cola into a product that is appealing to the local community, and aim to launch full-scale sales this winter.
*Details will be announced as soon as they are decided.
* [Doai Yuichi]*
Since April 2021, it has been held regularly as the “Doai Morning Market” 10 times. This time, for the first time, it will be held on a Saturday evening, and both tourists and locals will be able to relax and enjoy the event, with plans unique to Minakami Town.
URL: https://jrestartup.co.jp/news/2024/08/114427/
[Overview of each company]
*Ira Cola*
Company name: Ira Cola Co., Ltd. (Iyoshi Cola Co., Ltd.)
Location: 4-24-15 Shimoai, Shinjuku-ku, Tokyo
Representative: Takahide Kobayashi, Representative Director and President Established: January 2019
Business details: Manufacture and sale of Ira Cola (Iyoshi Cola) URL: http://iyoshicola.com/
*JR East Startup*
Company name: JR East Startup Co., Ltd.
Location: 2-21-42 Takanawa, Minato-ku, Tokyo
Representative: Yutaka Shibata, Representative Director and President Established: February 2018
Business details: Investing in venture companies and promoting collaboration with JR East Group
URL: https://jrestartup.co.jp/