Guilty Tansan NOPE Hits 100 Million Units in 150 Days, Fastest Suntory Reiwa Launch
The 150-day run to 100 million units makes Guilty Tansan NOPE the fastest Suntory beverage new product of the Reiwa era, with the company crediting its guilty consumption positioning and a 62 percent recognition rate for drawing buyers from outside the carbonated drink category.
Reporting from 1 source: Denfaminicogamer.
Suntory Beverage & Food said on September 2 that its carbonated drink Guilty Tansan NOPE passed 100 million units shipped in 150 days since its March 24 nationwide launch, the fastest for a Suntory beverage new product in the Reiwa era. The company estimates the drink took a 6.8 percent share of the carbonated drink market from March to July 2026, and a survey put its recognition rate at 62 percent five months after release.
Suntory Beverage & Food announced the milestone on September 2 and tied it to the drink's guilty consumption concept, which targets the urge to indulge despite health-consciousness. The company's estimate puts the drink at a 6.8 percent share of the carbonated drink market for March through July 2026, a market that grew 108 percent year on year.
Buyers are not limited to cola and clear carbonated drink users. The company says unsweetened tea and fruit juice drinkers also moved in, and drinking scenes extend past thirst and stress relief to time spent alone. On social media, users report mixing NOPE with alcohol, using it as a seasoning, and pairing it with ice cream.
To mark the milestone, Suntory is running a follow-and-repost campaign on the official X account @NOPE_jp through September 13, with 100 winners receiving a case of 24 600ml bottles.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.
Sources
- Denfaminicogamer 「ギルティ炭酸 NOPE」の出荷本数が1億本を突破。サントリーの飲料新商品では令和史上最速