This examines Suntory's non-alcoholic beverage "Zeroppa," detailing its marketing strategy focused on redefining customer value and expanding usage scenarios beyond simply being an alcohol substitute.

Zeroppa is presented as a non-alcoholic base concentrate for mixing with various beverages, allowing for a complex, spirit-like flavor that enhances food pairing and social drinking experiences. The strategy aims to transform non-alcoholic choices from "passive compromise" to "active selection," notably through the concept of "Zebra Drinking," which involves alternating between alcoholic drinks and Zeroppa to manage intoxication.

By broadening its appeal to include health-conscious drinkers and those seeking customizable flavors, Suntory seeks to create new customer touchpoints and significantly expand the overall non-alcoholic market rather than just competing within the existing one.