Kirin Beverage will introduce a winter-limited SKU under the Gogo no Kocha brand. The product, Gogo no Kocha Earl Grey Milk Tea, will be available nationwide from 18 November 2025. It is packed in a 400ml PET bottle with a recommended retail price of 213 yen before tax. The product will be available for the winter season only.
For retailers, this launch aligns with a predictable rise in milk tea sales during colder months. Kirin’s market data indicates that shoppers trade up to sweeter, aromatic drinks in winter, particularly in convenience, supermarket chilled shelves, and vending channels. This SKU is positioned to support incremental seasonal sales without requiring new planogram space.
Product Profile
The blend uses Assam tea (50%) for body and Uva tea (20%) for aroma. The bergamot note is light, designed to be easy for broad daily consumption, not niche or strong. The sweetness is balanced to encourage repeat purchase, not just trial.
The blue-gray packaging signals a mild flavor profile, helping shoppers identify it quickly among other milk teas. The design aligns with the existing Gogo no Kocha line, so no shelf education or new POS is required.
Seasonal Activation
The Gogo no Kocha brand will be present at the Christmas Market in Yokohama Red Brick Warehouse from 21 November to 25 December 2025. The goal is brand visibility, not direct product sales. The activation is expected to support awareness during the same period consumers encounter the product in retail stores.
Retail Context
Gogo no Kocha is a top-selling RTD tea brand in Japan, providing a low-risk seasonal rotation item for category teams. The winter SKU fits standard RTD tea aisle placement, but can also perform well in seasonal secondary displays, especially where retailers highlight winter beverages or small “treat yourself” drink choices.
This launch supports:
Shelf refresh without category disruption
Impulse and repeat sales through familiar flavor
Quick shopper understanding due to brand recognition
The Kirin Earl Grey Milk Tea Launch gives retailers and wholesalers a straightforward seasonal SKU that fits existing assortment logic, supports winter traffic, and does not require heavy promotion or education to perform.
