When you want a stimulating drink, it has to be cola!
The fizzy carbonation and unique aroma that stimulates the nose invigorate your mind as soon as you take a sip.
However, there may be some people who dislike overly stimulating flavors.
Tsuchiya Cola is a craft cola created by web designer Tsuchiya Ryosuke, who is not fond of cola.
With a subtle spice aroma and mellow sweetness, Tsuchiya Cola is easy to drink even for those who dislike commercial cola, offering a gentle taste unlike any other.
Tsuchiya has also been active as the chairperson of the Rintei Garden market event held under the elevated tracks of the Mizushima Rinkai Railway in Mizushima, Kurashiki City.
The experience at Rintei Garden greatly influenced his decision to create craft cola.
We will introduce why Tsuchiya started selling Tsuchiya Cola through an interview with him, who is both a web designer and the chairperson of Rintei Garden.
Overview of Tsuchiya Cola
What is Tsuchiya Cola?
Tsuchiya Cola is a craft cola created by web designer Tsuchiya Ryosuke, who operates mainly in Okayama City and Kurashiki City.
Tsuchiya developed Tsuchiya Cola because he is not fond of the commercially available "Coca-Cola," aiming to create a cola that even those who dislike cola can enjoy.
While commercial "Coca-Cola" is characterized by its strong stimulation, Tsuchiya Cola features a mellow and gentle taste.
The caramel sauce is made by simmering six types of spices, including cardamom, clove, and coriander, and then adding sliced Setouchi lemons to create the concentrate, which is left to rest in the refrigerator.
The main sales location is "Public Counter," a rental store located in Ishizaka-cho, Kita Ward, Okayama City.
Additionally, Tsuchiya Cola is also sold at market events held in Okayama City and Kurashiki City.
Sales information is available on the Tsuchiya Cola website, so be sure to check it out.
It is not offered in bottles or cans; instead, after taking an order at the store, the concentrate is poured into a cup and carbonated water is added for the customer.
Background of Tsuchiya Ryosuke
Although Tsuchiya is from Okayama City, he has been active mainly in Kurashiki City since his university days, as his university was located there.
He serves as the chairperson of the market event Rintei Garden, held under the elevated bridge near Sakae Station of the Mizushima Rinkai Railway.
Rintei Garden started in September 2017 as a market event with only three vendors.
However, by inviting shops that focus on local production for local consumption and organic products, and continuing to hold a carefully curated event, it grew into a large-scale event that welcomed over 2,000 visitors in November 2021.
Tsuchiya then sought to expand his activities in his hometown of Okayama City, leading to the launch of Tsuchiya Cola.
Having learned from Rintei Garden that if you provide something with dedication, people will follow, he decided to start selling Tsuchiya Cola in Okayama City.
Interview with Tsuchiya
Features of Tsuchiya Cola
Can you tell us about the features of Tsuchiya Cola?
Tsuchiya (no honorifics)
It is a cola that can be enjoyed even by those who dislike commercial cola.
Many craft colas have a strong spice aroma and can be quite stimulating, but Tsuchiya Cola is finished with a mellow flavor.
Like other craft colas, it uses six types of spices, including cardamom, clove, and coriander, but the quantities are adjusted to tone down the aroma.
Additionally, the concentrate, which is a mix of spices and caramel sauce, is infused overnight with sliced Setouchi lemons.
By allowing the sweetness of the Setouchi lemons to permeate, it achieves a mellow flavor.
Because I was not fond of cola, I was able to develop a new cola from a reverse perspective.
Was there anything difficult during the development process?
Tsuchiya
I struggled to recreate the flavor I envisioned.
Having never even made a typical spice-based dish like curry, it was truly a learning experience from scratch.
Spices can change the flavor with even slight variations in quantity or cooking method.
An interesting failure was when it turned into something like curry soup.
Also, when preparing for market events, I had to decide how much to make, but just adjusting the quantity of spices according to the amount produced does not ensure a stable flavor.
Simply adding more when the quantity is larger does not work; I needed to make final adjustments based on my own taste.
It took me six months of trial and error to complete the flavor I envisioned.
Reasons and achievements for starting Tsuchiya Cola
What led you to create Tsuchiya Cola?
Tsuchiya
Five years have passed since I started Rintei Garden in September 2017, and connections with people in Kurashiki City have increased.
On the other hand, in Okayama City, which is supposed to be my hometown, there are few connections, and many people do not know the name Rintei Garden.
Therefore, I started Tsuchiya Cola to expand my activities in Okayama City.
Since starting Rintei Garden, I learned that if you continue a business with dedication, people will follow.
At the first Rintei Garden held in September 2017, there were only three vendors and about 50 visitors.
However, at the last Rintei Garden held in November 2021, over 2,000 people attended.
At Rintei Garden, we sell products focused on local production for local consumption and organic items, and I also realized the importance of being particular about materials.
I believe that even those who dislike cola will find it appealing if it is a "cola focused on local ingredients," which led me to start selling Tsuchiya Cola in Okayama City.
What is the reputation of Tsuchiya Cola?
Tsuchiya
At Public Counter in Ishizaka-cho, Kita Ward, Okayama City, we sell Tsuchiya Cola in the morning.
To address some critical feedback, I received comments like "Having cola in the morning is tough."
However, compared to typical craft colas, Tsuchiya Cola has a toned-down spice level and the mellow sweetness of Setouchi lemons, leading to feedback such as "perfect for drinking in the morning" and "gentle sweetness."
Commuters have expressed that it is "a delightful cup to have before work."
Since Public Counter is a place for trying new businesses, I feel that many people are supporting me.
Did the challenge go well?
Tsuchiya
While one of my goals was to create connections in Okayama City, I also aimed for profitability since I was starting a business.
Although large-scale investments like manufacturing equipment were not necessary, selling craft cola required initial costs for ingredients like Setouchi lemons and spices, as well as bottles and promotional flyers.
In fact, when I started selling Tsuchiya Cola in April 2021, I decided that if I couldn't achieve profitability by the end of September, I would quit.
I recovered the initial investment costs by August 2021, achieving the goals I had set.
Not only did I conduct a business selling craft cola in my hometown of Okayama City, but I also achieved profitability, which boosted my confidence.
What factors contributed to achieving your goals?
Tsuchiya
I value the idea of "starting small and growing big."
It is not an enormous business, so I chose a method that suits my scale.
As a result, when I first started selling Tsuchiya Cola, I was in the red because I had not yet recovered the initial investment costs, but I was able to continue without feeling rushed.
I was able to calmly approach the goal of being in the black within six months, which allowed me to focus on public relations and flavor adjustments.
It is a small business, but I feel that setting goals and steadily progressing is what allowed me to achieve profitability.
Tsuchiya Cola and Rintei Garden
What was the reason for starting Rintei Garden?
Tsuchiya
Having attended a university in Kurashiki City, I worked as a freelance web designer mainly in Kurashiki City after graduation.
While working, I wanted to learn about the history of Kurashiki City, and I was invited to a study session on revitalizing the Mizushima area, so I attended.
Rather than a study session, it was a place where I was confronted with issues such as aging in the Mizushima area and the decline of shopping streets.
While some may have a scary impression of port towns, I discovered that Mizushima has stylish hidden bars and delicious izakayas scattered around, and there are many restaurants and businesses that are active in local markets but are not well-known in Mizushima.
Mizushima has a unique urban structure with over 12 parks adjacent to it, and I believe that by utilizing the vacant spaces in the town, led by these hidden gems, we can create vibrancy and change in the town.
With this in mind, I launched Rintei Garden in September 2017, aiming for "community regeneration in the Mizushima area."
Due to various circumstances, the garden initially started not in a park but under the elevated tracks of the Mizushima Rinkai Railway, but gradually expanded the area, and now it continues to be held in both the elevated area and parks.
What have you felt through Rintei Garden?
Tsuchiya
At Rintei Garden, we have provided products focused on organic and local production for local consumption.
Local production for local consumption contributes to the circulation of the local economy in Okayama, and Okayama is blessed with a climate that provides excellent materials from both the mountains and the sea.
I believed that if we targeted specific customers and communicated our keywords, people would follow, which is why I continued Rintei Garden.
As a result, it has grown into a bustling event, and I learned that by being dedicated, a business can succeed even from scratch.
Growth achieved through Tsuchiya Cola
How has your relationship with people changed since starting Tsuchiya Cola?
Tsuchiya
Although Okayama City is my hometown, it was a place with few connections with people.
As I continued selling Tsuchiya Cola, not only did I see people stopping by on their way to work, but also classmates from my school days began to visit, leading to local teachers and parents of classmates coming as well.
I did not expect to reconnect with these people, so it has been a pleasant discovery through my challenges in my hometown.
What are your future plans?
Tsuchiya
Currently, I only sell in cups, so my goal is to offer it in bottles.
I have realized that many customers say they love "our craft cola."
Among the customers who have purchased multiple times, many want to enjoy it with their families at home.
Additionally, I have often felt regret for not being able to provide for customers who wanted to take it home.
To reach more customers, my next goal is to sell in bottles.
Trying Tsuchiya Cola
I thought Tsuchiya must love cola to the extent of making craft cola, but I was surprised to learn that he dislikes cola.
When generating new ideas, it is important to view things from different perspectives, and I find it innovative to leverage a negative impression like "dislike."
Additionally, starting a business from scratch and achieving profitability is not easy.
Thanks to his experience in launching events like Rintei Garden, he was able to develop concrete strategies and steadily advance the business.
Tsuchiya Cola was a gentle cola that had a faint aroma of spices and a mellow sweetness, but it was packed with extravagant ideas and concrete strategies that you wouldn't expect from its mild flavor.
If you drink Tsuchiya Cola after learning about its background, the depth may also increase in addition to the mild taste.
Please take a moment to enjoy the gentle taste of Tsuchiya Cola.
