Beloved Japanese Lactic Drink Calpis Turns 100

Economy

Tokyo, July 7 (Jiji Press)--Calpis, the long-selling Japanese sweet lactic drink beloved by consumers young and old, marked its 100th anniversary on Sunday.

Released on July 7, 1919, as the first domestic lactic drink, Calpis gained popularity through its economical drinking style of diluting the beverage with water and its catchphrase "the taste of first love."

However, Calpis sales fell after its price was raised in 1973. The drink was also late in making the switch to plastic bottles and cans from its classic glass bottles.

Calpis sales recovered in 1991 after the release of the hit product Calpis Water, a prediluted version of the beverage.

In 2009, marketers began billing Calpis as a healthy drink made from raw milk to shed the drink's image as being for kids. As a result, Calpis shipments grew by 1.5 times in the last 10 years.

[Copyright The Jiji Press, Ltd.]

Jiji Press