On March 24, RAIZIN is launching two new flavors: Hard Ginger and Fruity Thunder.

RAIZIN, a well-known domestic energy drink brand since the early days of Japan's energy drink boom, is set to release two new flavors—Hard Ginger and Fruity Thunder—on March 24, 2020.

Back in 2017, they shifted away from energy drinks and launched products of an unclear category, but with the resurgence of the second energy drink boom, it seems they've made a comeback.

Release Date: March 24, 2020
Volume: 245ml
Price: 190 yen (excluding tax)

Caffeine-Free, Zero Calories, Zero Sugar

The new RAIZIN lineup is all about the "triple zero" concept—caffeine-free, zero calories, and zero sugar.

Instead of caffeine, these drinks contain enXtra, an ingredient extracted from the underground stems of galangal, a plant from the ginger family.

It's a bold move to go completely caffeine-free.

Some may think, "If it doesn't have caffeine, it's not an energy drink, and I wouldn't pay 200 yen for it," while others might feel, "Caffeine-free sounds great—I'd drink it without hesitation." It'll be interesting to see how consumers react.

Hard Ginger & Fruity Thunder

RAIZIN makes its return to the energy drink scene with two flavors.

The lineup includes "Hard Ginger" (orange), a fiery ginger flavor that's become synonymous with RAIZIN, and "Fruity Thunder" (blue), a fruit soda-inspired taste—both available in 245ml cans.

RAIZIN had previously strayed from being an energy drink and was instead sold in small, overpriced cans. However, with this comeback, it's returning to the energy drink category with a volume close to the standard 250ml size. This feels like the right move.

Will this be a revival of Japan’s uniquely unpalatable flavors, or has the ginger flavor been refined for better taste? Since it's sugar-free, the balance of artificial sweeteners could be a key challenge in achieving a satisfying flavor.

RAIZIN has been wandering in different directions for some time. Will it finally establish itself as a long-term energy drink brand? Many fans believe they should have just stuck with the original bird-design series.

For now, let's wait for the March 24 release and see how the flavors and future of the brand unfold.

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