Vol.11 Inheriting tradition and creating the future, &mog by Mistui Fudosan resonates with us. Creating and disseminating the luxurious experience of premium non-alcoholic beverages from Nihonbashi [Mitsui Fudosan x COLDRAW]

Aiming to create a new food culture with non-alcoholic drinks, driven by the trend of “Soba Curious”

Maeda Yuzu and Nishimura Asuka were involved in opening the “Nihonbashi Sakura Yatai” stall as COLDRAW’s Nihonbashi Extraction Plant.

The COLDRAW Nihonbashi Extraction Plant opened in February this year inside &mog Food Lab, Mitsui Fudosan’s first food research and development support facility. COLDRAW Inc., which operates the plant, is a startup company that develops and provides premium non-alcoholic beverages with fresh and deep flavors by extracting multiple plant materials such as tea leaves and herbs using its own low-temperature decompression technology.

We spoke to Maeda Yuzu and Nishimura Asuka, who work in beverage development at the company, about the company’s business activities and the purpose of establishing a base at &mog Food Lab.

First, Maeda mentioned the word “sober curious” as the background to the decision to commercialize the business. This is a portmanteau of “sober” and “curious,” and refers to a lifestyle and value system in which people who are able to drink alcohol choose not to drink, or only drink small amounts. Due to growing interest in health consciousness and sustainability, sober curiousness is spreading around the world, especially among young people in Europe and the United States.

Yuzu Maeda is involved in beverage development. He founded the art hotel (BnA HOTEL) and worked with artists to commercialize a hotel where people can “stay in a work of art.” He is also involved in planning, producing and consulting for real estate-related business development, planning a hair salon business in Jakarta and a vacation rental business in Japan.

“In Japan, the number of bars and restaurants offering a variety of non-alcoholic drinks has increased in recent years. However, the options are still limited; some drinks are too sweet and high in sugar, while others are healthy but lacking in flavor. In light of these issues, a group of volunteers launched the open innovation project “Sober Experience Studio,” with the aim of creating a new food culture based on non-alcoholic drinks.” (Maeda)

This project, which was launched before the COVID-19 pandemic, explores new era non-alcoholic beverages using innovative extraction techniques in collaboration with researchers, entrepreneurs, and creators, with diversity, sustainability, and cultural transformation as key themes. As a result, they have succeeded in creating delicious craft non-alcoholic beverages that do not use artificial sweeteners or sugar and go well with meals.

This is made possible by the “COLDRAW Extraction Machine,” which is equipped with the company’s unique low-temperature decompression technology. “Cold brewing” is a widely known method for extracting the umami components of tea leaves, but issues include an increase in unpleasant flavors and a loss of flavor as the extraction time increases. To solve these problems, the pressure inside the container is reduced to a vacuum state, and then the process of returning it to normal pressure is repeated. The extraction time has also been shortened to around 10 minutes, allowing the company to bring out a balanced fresh and clear color, aroma, and flavor.

The technology won an Innovation Award at the Consumer Electronics Show (CES), the world’s largest technology trade fair held in the United States in 2024. The extraction technology has also been patented in Japan.

At the world’s largest technology trade fair, CES (Consumer Electronics Show), held in the United States in January 2024, the COLDRAW extraction machine was exhibited and won an Innovation Award in the Food & Tech category. Maeda says that this recognition led to accelerating commercialization and establishing COLDRAW Co., Ltd. in October of the same year.

The COLDRAW Nihonbashi Extraction Plant, which opened on the second floor of &mog Food Lab, was opened as a facility for research and development and extraction of the products created there. In addition to the company’s own recipes, the plant will also develop original drinks that harmonize with the food of restaurants.

Asuka Nishimura was in charge of product planning and advertising at a beverage manufacturer. She also served as a brand manager for confectionery and health foods at a food manufacturer. She became interested in regional revitalization while working at the beverage manufacturer. She is currently a freelancer who is involved in marketing projects for local governments and companies.

“The lab is equipped with kitchen facilities equivalent to those found in a restaurant, as well as specialised equipment such as screw cappers necessary for bottling drinks, which enabled us to get a smooth start to development and production. There is also a meeting room on site, which is convenient as it provides an environment where we can hold meetings with customers and tasting events,” says Nishimura.

He continued, explaining why he decided to base his business at &mog Food Lab:

“Nihonbashi was once the starting point of the five major roads, and was a key location where local specialties from all over Japan were gathered. Japan’s representative food culture, such as sushi and tempura, also developed here. Nihonbashi has a history of food innovation, and the efforts of &mog by Mitsui Fudosan to create new food possibilities that will lead to the future are in line with our vision. Another major reason for setting up the extraction facility here is the expectation that it will create connections with the people and businesses of Nihonbashi, including restaurants. In fact, we were able to participate in the Nihonbashi Sakura Yatai event held in March, and were able to connect with not only the surrounding restaurants, but also the general public who visit the place. I feel that the appeal of &mog by Mitsui Fudosan is that the entire city is supporting the urban implementation of COLDRAW.”

The Nihonbashi Sakura Yatai sold “Awakan,” a combination of citrus fruits and Awa bancha tea, the gorgeously scented “Sakura,” and “Haru Midori,” a blend of green tea and vanilla.

Currently, the facility is developing two types of drinks: bottled soft drinks and freshly brewed original drinks for outdoor events. At the “Nihonbashi Sakura Yatai,” they are selling freshly delivered blends with a cherry blossom and spring theme, appealing to visitors as “nature cocktails from Nihonbashi.”

Next year, they are considering renting out COLDRAW brewing machines to restaurants, and are also planning to develop tea bags to go with them. As for the plant materials used for brewing, they are incorporating tea leaves and fruits produced in specific regions, as well as sustainable materials, and are developing recipes to suit various situations and moods while taking into consideration the taste and aroma of each.

According to Maeda, the company is constantly improving its extraction machines, and at the same time lending them out free of charge to restaurants serving Japanese cuisine and innovative French cuisine.

“Some restaurants are creating original drinks by combining ingredients that we hadn’t thought of, and we sometimes use them in our own recipes. In this way, we will develop new recipes together with various people and create a market for premium non-alcoholic drinks. Our company is a platform to make this a reality, and we would like to co-create the experience that premium non-alcoholic drinks bring with many people.” COLDRAW Co., Ltd. aims to not only pair drinks with food, but also to expand the possibilities of non-alcoholic drinks and maximize the value of a special drink. This should lead to increased sales for restaurants, the development of new customer segments, and increased satisfaction for consumers who want a luxurious dining experience, says Maeda. We have high hopes that the company’s business will bring new business opportunities to the entire food and beverage industry.