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class="article-header-author-items"> <li class="article-header-author-item"> <a href="/authors/19/00525/?i_cid=nbpnxr_child" class="article-header-author-link"> <address class="article-header-author-name">深田浩嗣</address> <p class="article-header-author-position">Sprocket代表取締役CEO</p> </a> </li> </ul> </div> <section class="l-col-section-main"> <div class="articleBody" id="colMain"> <div class="pageBox" data-page="1" > <p class="bplead"> アサヒビールの缶チューハイ「未来のレモンサワー」は2024年のアルコール商品を象徴するヒット商品の1つだ。同商品は本物のレモンの輪切りを封入するなど、缶チューハイの常識を覆す特徴を持つ。それが「機能的価値」であり、「情緒的価値」という付加価値を生んでいる。その強烈な特徴故に、一過性の商品とも思われそうだが、実際はSNS時代にヒット商品をつくる仕掛けが施されている。 </p> <div class="bpbox_center"><div class="bpimage_center" style="width:480px"> <div class="bpimage_image"><a href="/atcl/contents/18/00769/00011/?SS=imgview&FD=-1141009464" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="480" height="320" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00769/00011/top.jpg?__scale=w:480,h:320&_sh=0b5020aa04" alt="アサヒビールの「未来のレモンサワー」は強い機能性をそのまま情緒的価値に転換することで、定番商品化につながる可能性を持つ" class="lazyload"></a></div> <div class="bpimage_caption">アサヒビールの「未来のレモンサワー」は強い機能性をそのまま情緒的価値に転換することで、定番商品化につながる可能性を持つ</div><div class="bpimage_click"><a href="/atcl/contents/18/00769/00011/?SS=imgview&FD=-1141009464" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　アサヒビールが2024年6月に発売した缶チューハイ「未来のレモンサワー」の売り上げが好調だ。 </p> <p> 　23年5月にECサイトで試験販売したところ、1700セット（1万200本）が2週間で完売。販売体制を整えて首都圏・関信越エリアで24年6月に数量限定で発売すると、売り切れる店舗が続出したという。同年8月に再び数量限定で、同じエリアで販売している。 </p> <p> 　日経トレンディ、日経クロストレンドが24年10月31日に発表した「2024年ヒット商品ベスト30」でも、11位に選ばれるなど、24年を象徴するヒット商品の1つと言えるだろう。 </p> <span class="bpLayoutLink block"> <em>▼関連記事</em> <span><a href="https://xtrend.nikkei.com/atcl/contents/18/01085/00013/" target="_blank">アサヒ・未来のレモンサワーが争奪戦に　“逆価格破壊”でも売れた</a></span> </span> <p> 　その特徴は、ふたが全開になるフルオープン缶を採用し、ふたを開けると缶の底に沈んでいる輪切りのレモンが浮かび上がるところにある。 </p> <p> 　酒造企業各社がしのぎを削るRTD（レディー・トゥー・ドリンク）市場において、メーカー希望小売価格298円（税込み）というプレミアムな価格設定にもかかわらず、売り切れを続出している同商品は、アサヒビールにとって、非常に重要であることは、既に多くのマーケターが理解しているはずだろう。 </p> <h4>「本物のレモンが浮き上がる」ショート動画映え</h4> <p> 　筆者が注目したいのは、未来のレモンサワーの「本物のレモンが浮き上がる」という特徴だ。売り上げの好調さを伝える記事でも「ネットやSNSで話題になった」ことに触れられているが、筆者の観察では、特にショート動画はSNSの広がりが顕著だった。 </p> <p> 　「パカッ」という気持ちのいい開封音の後に、シュワシュワと炭酸が抜ける音に合わせて輪切りのレモンがゆっくりと浮き上がってくる。わずか数秒の動画を見るだけで、「試してみたい」という好奇心をくすぐられる。 </p> <div class="bpbox_center"><div class="bpimage_center" style="width:300px"> <div class="bpimage_image"><a href="/atcl/contents/18/00769/00011/?SS=imgview&FD=1420927604" target="_blank"><img src="/images/2021/common/loading_1_1.gif" width="300" height="534" data-src="https://cdn-xtrend.nikkei.com/atcl/contents/18/00769/00011/01.jpg?__scale=w:300,h:534&_sh=0ed0710be0" alt="「TikTok」には「未来のレモンサワー」の体験動画が数多く投稿されている。レモンスライスが浮かび上がる体験が、動画投稿の欲求を刺激する" class="lazyload"></a></div> <div class="bpimage_caption">「TikTok」には「未来のレモンサワー」の体験動画が数多く投稿されている。レモンスライスが浮かび上がる体験が、動画投稿の欲求を刺激する</div><div class="bpimage_click"><a href="/atcl/contents/18/00769/00011/?SS=imgview&FD=1420927604" target="_blank">［画像のクリックで拡大表示］</a></div> </div> </div> <p> 　動画のコメント欄を見ると「どこで売っているの？」「◯◯◯で売っているのを見つけました！」など、SNS利用者の声がたくさん集まっている。こうした話題性が未来のレモンサワーの好調な売り上げを支えているのだろう。 </p> <p> 　「なるほど、“ショート動画映え”が商品のマーケティングにとって重要なのか。よく分かった」と即座に理解し、商品開発に「動画映え」の発想を取り入れようと考えるマーケターも多いと思う。 </p> <p> 　しかし、未来のレモンサワーにおいて重要なのは、それだけではない。注目すべきは、その背景にあるアサヒビールの開発ストーリーだ。 </p> <h4>開発の苦労から生まれた「情緒的価値」</h4> <p> 　未来のレモンサワーの開発にかかった期間は、なんと約3年半。レモンスライスの原産地の中国に社員を送り込み、生産から運搬まで、すべての体制を構築。アサヒビールでマーケティング本部新ブランド開発部の担当課長を務める山田秀樹氏は、日経クロストレンドの記事で次のように述べている。 </p> <div class="article-cmn-paywall false"> <div class="paywall-box" data-atlas-trackable="paywall"> <p class="paywall-caution"><b>このコンテンツ・機能は有料会員限定です。</b></p> <div class="paywall-regist"> <div class="paywall-btn-box"> <div class="paywall-btn"> <div class="paywall-btn-txt">記事が読み放題に</div> <div class="standard-btn-box is-short"> <a class="standard-btn is-cv" href="/navi/support/subsc.html#charge" 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class="backnumber-main-text">2020年代に入りデジタル環境が激変し、私たちはこれまでのマーケティング理論では捉えきれない「新・消費者」を目の当たりにしている。新たな消費者行動を取る消費者が登場した今、企業のマーケティング担当者はどう施策を講じるべきだろうか。本連載では、Sprocket代表取締役CEO（最高経営責任者）の深田浩嗣氏が、さまざまな企業のマーケティング支援の経験から「新・消費者」の行動を明らかにし、マーケターが持つべき新たな視点を解説する。</span> </div> </div> </div> <div class="backnumber-list-box"> <ul class="backnumber-list-items js-show-all"> <li class="backnumber-list-item js-show-all-cnt "> <a href="/atcl/contents/18/00769/00001/?i_cid=nbpnxr_child" class="backnumber-list-link is-center"> <div class="backnumber-list-cnt"> <ul class="backnumber-list-info-items"> <li class="backnumber-list-info-item is-parent-title">第1回</li> <li class="backnumber-list-info-item is-sub"> 2023.01.25</li> </ul> <div class="backnumber-list-title-box"> <span class="backnumber-list-title">ユーザー発の「自然なバズり」どう生み出す？　SNSマーケの新潮流</span> </div> </div> <figure class="backnumber-list-img-box"> <img src="/images/2021/common/loading_1_1.gif" width="143" height="107" 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「未来のレモンサワー」が売れ続ける理由 SNS時代のヒット商品のつくり方：日経クロストレンド

「未来のレモンサワー」が売れ続ける理由　SNS時代のヒット商品のつくり方：日経クロストレンド