Japan Today

40% of consumers prefer drinks sold at room temperature on hot days

By Rachel Tackett

In a survey conducted by a big beverage producer, it was found that 40% of consumers are interested in buying drinks that were sold at room temperature. Their reasons were many and varied. “It’s for the sake of my health and beauty,” said one responder.

Many people feel that lukewarm water is good for taking medicine. “I don’t like cold drinks; I’ve always preferred room temperature,” said another. “I hate it when condensation gets the inside of my bag all wet,” explained a third.

In order to test the reception of lukewarm drinks in stores, select branches of the convenience store chain Daily Yamazaki began offering 555ml bottles of water and 500ml bottles of tea in displays separate from their cold cases. Apparently, the test was successful, as reports show that the four branches in Tokyo which offered room temperature drinks had 40% more drink sales than their regular counterparts.

Starting on the first of July, approximately 600 of the Daily Yamazaki’s 1,600 nationwide stores will introduce an new drink corner with lukewarm tea and water in addition to their usual variety of chilled drinks. They come highly recommended as an accompaniment to any bento lunchbox.

Source: Yahoo! Japan News

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These are the same people who put a blanket over their knees when the air conditioner is set to 27.

2 ( +7 / -5 )

I find a either a hot cup of tea or a very cold drink of water is refreshing on hot days, but lukewarm drinks tend to be insipid...

1 ( +1 / -0 )

Beverage, because you are lukewarm, I am about to spew you out of my mouth. I wish that you were either hot or cold.

As plamon said, these same alleged forty percent(of who?) also wear cardigans in the heat of summer.

-2 ( +0 / -2 )

Not me. I like VERY cold drinks. Room temperature is without a doubt a lot better for the body -- especially the stomach -- but I just don't like lukewarm water or what have you, and lukewarm beer or other carbonated drinks are far worse. That said, I do like hot coffee and tea even in summer.

3 ( +4 / -1 )

Can you break down how much of that 40% includes old people or Japanese people that believe black is a fashionable choice for sun-wear?

I'm down for the Daily putting lukewarm drinks out, long as they keep stock of them cold, too. :)

2 ( +2 / -0 )

Don't see how a lukewarm drink can make you healthier or more beautiful. I also don't care about the beauty part. Must be some new pseudoscience at work. Bartender, give me an ice-cold Heineken with a one-inch head and some hot wings!

1 ( +1 / -0 )

I don't like extremely cold drinks. I'll take tepid over ice-cold, especially at the height of summer.

1 ( +2 / -1 )

Um, are they saying that since people bought some drinks un-refrigerated that they must have drunk them at room temperature as well?! That's a bit of a leap there..

-2 ( +0 / -2 )

I don't put a blanket over my knees when the air con is set to 27 degrees and I don't wear a cardigan in the heat of summer, but I do prefer my water straight from the tap or sitting out in the bottle, no ice, please. I also find a steaming hot cuppa tea or coffee very refreshing on a hot summer's day.

4 ( +4 / -0 )

" but I do prefer my water straight from the tap or sitting out in the bottle, no ice, please."

From the tap? Very trusting.

0 ( +1 / -1 )

From the tap? Very trusting.

Tapwater is subject to stricter quality standards than bottled water, and it's free.

I agree with Cleo. The taste of water changes when its frozen, so meltwater from ice cubes can spoil the taste of tapwater and the cubes can pick up off flavors from the freezer. Chilled tapwater > icewater.

5 ( +5 / -0 )

Water in Japan isn't free unless you have your own spring or well. We all pay monthly charges which are quite high considering.

It isn't free, I agree. But a whole lot cheaper and healthier than bottled water.

1 ( +1 / -0 )

Novel- a Japanese shop responding the market.

1 ( +1 / -0 )

Bartender, give me an ice-cold Heineken with a one-inch head and some hot wings!

I admire your choice of beer, Heineken, but at 'ice-cold' you don't even know you are drinking a quality beer. It should be 9 degrees celsius, Before you disagree, try it. Most home refrigerators in the Netherlands cool to 6 degrees.

1 ( +1 / -0 )

I like drinking cold (not iced, just slightly cold) milk in summer, but water I want it lukewarm..hot water makes me feel sick, cold water usually means the start of a cold to me. I try and avoid sodas because they just don't quench my thirst.

0 ( +0 / -0 )

Is it the same 40% (or maybe more) who chill red wine? Never understood that here

-1 ( +0 / -1 )

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