TOKYO -- Asahi Soft Drinks Co. on July 1 launched a three-month pilot project for its "Calpis faucet," letting people serve themselves the company's popular beverage by opening a spout.

The sweet beverage has been beloved by consumers across generations since it first hit the market in 1919. With a "dreamlike faucet," the company aims to generate a new experienced value by offering a memorable time to people.

The Calpis faucet container is placed at Hotel Vison in Taki, Mie Prefecture, from July 1 through Sept. 30. It is available for free as a welcome drink at the hotel lobby.

In addition to the hotel, a total of 10 locations will host the experiment within the year, including lodging facilities and hot spas, to examine the service and its business model.

The company plans to begin full-scale service in 2026 with a target of introducing 1,000 of the unique faucets across the country by 2030.

The Calpis faucet container can hold up to 18 liters of the drink by dissolving three 1-liter cartons of undiluted solution in water. The solution is stirred within the tank equipped with a cooling function, making it possible to serve 100 to 150 cups of cold Calpis.

A company representative commented, "We'd like to provide time for people to enjoy together and generate a value beyond 'tasting good.'"

(Japanese original by Kazuki Yamazaki, Business News Department)