A tinkling glass marble, a narrow bottle neck, and the characteristic “pop” when opened: Ramune, the historic Japanese carbonated drink, is conquering global markets thanks to its unique taste and its iconic, century-old packaging.
The figures are impressive: Kimura Hideto affirms that 90% of production is now destined for foreign markets, with growth taking production from 35 million bottles in 2014 to 114 million in 2022. The secret behind this boom? A renewed interest in Japanese cuisine, which meets the new criteria of taste and healthy eating that people are looking for. A trend that received a decisive boost when 2013, when washoku, traditional Japanese cuisine, was recognized by UNESCO as Intangible Cultural Heritage, opening the doors of the world even to Japanese industrial food products.
But let’s admit it: packaging has a huge part in defining this incredible product! Yes, we are talking about the super-iconic Codd bottle, invented in 1872 by English engineer Hiram Codd. Curiously, the same year that Ramune began production of its drink (it would introduce the Codd bottle just two decades later). A revolutionary design that used a glass ball sealed by gas pressure to replace cork stoppers. The narrow neck prevents the ball from blocking the flow during consumption, creating that unique experience that international consumers find irresistible.
In times where packaging sustainability is imperative, Ramune’s glass meets modern needs. But there is more: the packaging creates a multi-sensory experience that engages sight, hearing, and touch, transforming every sip into storytelling.
Success presents challenges as well. The shortage of glass bottles is the main bottleneck, a problem accelerated by the pandemic, which is still having repercussions. Attempts to replace glass with PET have proved problematic: according to Kimura Drink, the company behind Ramune, with PET bottles shelf life reduced from two years to ten months, since gas leaks more quickly from plastic bottles than from glass, with consequent loss of the sensory experience that international consumers appreciate for its authenticity.
The global glass packaging market is booming, with growth projections of $105 billion by 2033. The Ramune case shows how historical and cultural elements can become commercial assets, offering valuable lessons for an industry increasingly focused on experiential and sustainable packaging.
The goal of doubling production by 2030 testifies to the ambitions of a phenomenon that has gone from seasonal and local to global, teaching an important lesson: sometimes the most effective innovation is the one that values tradition.
