Asahi, a renowned beverage giant in Japan, has announced the launch of its new sparkling water specially designed for the evening hours. This novel product is marketed to cater to the needs of consumers savoring their nighttime routines, offering a fresh take on how beverages can complement everyday activities. No clear details on the product's unique features or release date have been disclosed yet.

In Japan, consumer products are often developed with detailed attention to the user's lifestyle and specific preferences. It accounts for the unique 'day parting' culture where products are specifically designed to suit different parts of each individual's day. The launch of a nighttime-specific sparkling water shows how deeply this concept is ingrained in the society here, and decisions like these often receive wide publicity and consumer interest.

In the US or EU, beverage manufacturers also create products targeted at specific groups or occasions, but a beverage specifically marketed for nighttime use is less common. Instead, these markets see more activity in terms of purpose-driven beverages like energy drinks or relaxation-inducing herbal teas.