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J Sober Curious

J Sober Curious

ジェイ・ソバー・キュリアス
Vendor
リボーン株式会社
Instead of quitting drinking, choose to drink or not drink according to your mood that day. This is a lifestyle-type select shop that proposes non-alcoholic drinks from local crafts.
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About the brand

Instead of quitting drinking, choose to drink or not drink according to your mood that day. This is a lifestyle-type select shop that proposes non-alcoholic drinks from local crafts.
1
-Being close to nature in your meals-　 It doesn't interfere with the cooking and can be placed on the dining table without any discomfort.
2
-There is a story in the background-　 You can feel the feelings of the community and the creators
3
-Something that makes you want to drink again-　 Not only is it trendy and health-conscious, but it feels purely delicious. We choose "experience" rather than "product".
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Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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J Sober Curious was born to propose a new lifestyle where "not drinking" is enjoyed as a positive option rather than a tolerance or restriction.
The reason for launching the brand is that the CEO himself met many creators in the community, and there were more moments in his daily life when he felt that it was better not to drink today.
However, there were surprisingly few drinks suitable for such a time, and existing non-alcoholic beverages had a strong aspect as a "substitute for alcohol".
Therefore, I wanted to deliver a drink that is not just a substitute, but a drink that enriches the time itself.
　
The diverse voices we met through more than 5,000 tastings at stations, airports, and pop-up events across the country are also driving the brand.
I don't want to drink today because I want to cherish my time with my family for my health, for the next day's performance, and because I don't want to drink today.
J Sober Curious aims to be close to each and every one of these voices, and to expand the options that drinkers and non-drinkers can enjoy naturally at the same table.
　
There are many attractive craft non-alcoholic drinks in various parts of Japan that are not yet widely known.
However, there is a situation where the smaller the maker, the less the charm is fully conveyed.
J Sober Curious is committed to "selecting and delivering" rather than "making", and its mission is to be a bridge between makers and drinkers.
We deal with "experiences" rather than "products". From everyday dining to toasts on special occasions, we propose new ways to enjoy non-alcoholic food, aiming for a society where everyone can feel comfortable in their own way.

What are we doing?

J Sober Curious realizes a unique worldview as a select mail order of craft non-alcoholic beverages that are particular about domestic ingredients.
There are three things we value about "being close to nature in our meals," "having a story in the background," and "making us want to drink again."
The staff actually drinks and puts it on their daily dining table, and carefully selects only the ones that they feel they want to choose again.
　
The criteria for selection are not just health consciousness or fads. Conscious of pairing with food, we emphasize the taste that blends in with Japanese, Western, and special occasions without feeling out of place.
For example, we have a diverse lineup of wine tastes, beer flavors, sparkling teas, bottled teas, and other options that can be selected according to the occasion and mood.
In addition, each product contains the thoughts of the producers and the stories of the region.
　
For example, blueberry juice and cider are made from fruits that are painstakingly grown by local farmers and are finished without additives or coloring.
　
Bottled tea is brewed by the tea master at the optimal temperature and time to bring out the original aroma and flavor of the tea leaves to the fullest.
　
By carefully introducing these backgrounds, we try to make people feel that there is more to it than just a drink.
　
Consideration for the SDGs and social issues is also an important factor. For example, in response to the reality of the decrease in Japanese tea farmers, we have built a system to support producers through bottled tea. We are also particular about the sustainable production background so that consumption can become a "gentle form of support" that supports someone's life.
Through these concepts and commitments, J Sober Curious continues to propose "not drinking" to society as a new way to enjoy.

Commitment to the product

All of the products handled by J Sober Curious have experiential value that goes beyond being non-alcoholic.
　
The main product, "Tomiya Blueberry Juice 2025," is a gem made with luxurious blueberries from Tomiya City, Miyagi Prefecture, and finished without additives or coloring.
It is characterized by a deep wine-like aftertaste and the natural sweet and sour taste of the fruit, and when poured into a glass, the beautiful color will brighten up the dining table.
It has been chosen as a gift or a toast on special occasions, and many people say that it has an adult taste that goes beyond the realm of juice.
　
"Tomiya Blueberry CIDER" is a sparkling drink made with blueberries from Tomiya City.
Although it does not use colorants, its bright pink color is impressive, and its refreshing acidity and elegant sweetness enhance its compatibility with food.
Especially when paired with spicy dishes or cream-based dishes, it will bring a new taste experience while resetting the mouth. As a region-limited "drinking gem", it is popular with women and tourists from overseas.
　
"RAKUEN" is a bottled tea made from domestic tea leaves carefully selected by tea masters at the optimal temperature and time.
No flavorings or additives are used, and the original aroma and flavor of the tea leaves are locked in the bottle.
It is characterized by the ease of enjoying authentic Japanese tea without a teapot and the transparent beauty when poured into a glass. It goes well with Japanese food, Western food, and sweets, and is widely supported from everyday dining tables to gifts.
　
None of these products are proposed as a "substitute for alcohol", but as a drink that enriches the time itself.
Based on actual usage scenarios and customer feedback, this lineup is particular about taste, aroma, design, and story.

Who are supporting us?

J Sober Curious has a wide range of supporters. The main target audience is city dwellers in their 30s and 40s who are conscious of health consciousness and diversification of lifestyles, as well as those who want to cherish the time they spend with their families and partners. It is also chosen by pregnant and breastfeeding women, business people who value their performance the next day, and those who abstain from alcohol for driving or religious reasons.
　
The actual customer base ranges from students to housewives, food and beverage professionals, and international tourists through pop-up events and online stores. Gifts are especially in high demand and are popular as "adult gifts that care for the other person" on special occasions such as birthdays, Christmas, and Valentine's Day. It is also compatible with noshi paper and gift wrapping, and is increasingly being used as a gift.
　
At tastings at events and commercial facilities in various regions, many people commented that "even non-alcoholic is satisfying," "goes well with meals," and "has a sophisticated design that makes it perfect for gifts."
　
We have received a lot of positive feedback from buyers, such as "It makes me feel special even on days when I don't drink alcohol", "I can enjoy it with the whole family", and "The person who gave it was very pleased".
J Sober Curious continues to propose new forms of toasts that make everyone feel comfortable, whether they drink or not.
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