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Liquid croissant coffee is coming to Japanese stores this month

Elliot Hale a few minute ago
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Suntory’s newest Craft Boss release promises the taste of freshly dunked buttery pastry in a single bottle.

One of the things I’ve enjoyed since coming to Japan has been stopping at vending machines I walk past to check out what new and unusual drinks they have on offer and scouring different supermarket and convenience store shelves for limited-edition flavors that could potentially blow my mind with their outlandishness—I’m looking at you, caramel popcorn soda. Now, the latest limited-time release coming from beverage maker Suntory seems to suggest they’ve been attempting to liquidize a bakery item.

In collaboration with the popular bakery chain Bread, Espresso & and hitting shelves on November 10 for a limited time, Craft Boss Croissant Latte is an attempt to capture the exact flavor you get after dunking a croissant into a warm caffe latte.

As far as I’m aware, the French can be quite vocal about proper etiquette when it comes to their bread and coffee on the best of days, but turning the breakfast habit into a drinkable liquid in a plastic bottle might have them sharpening their baguettes for the sheer audacity.

According to the breakdown of the recipe, the drink blends light-roasted coffee beans with espresso to create a sophisticated bitterness, plus sugar, a touch of salt, and the custom croissant flavor, with a result that aims to form a buttery aroma and a multi-layered balance of sweet, bitter, and salty notes in every sip.

As with all Suntory Boss coffee varieties, we can expect to see the Croissant Latte in Japanese convenience stores and supermarkets, and it’s scheduled to go on sale November 10. Starting that same day, select 19 Bread, Espresso & stores nationwide will also be selling a special 900-yen (US$5.70) Croissant Latte menu item featuring a honey-butter caramelized croissant designed specifically for dipping into foamy latte cream.

The first 100 people at each store who order from the collaboration menu will also receive a bottle of Craft Boss Croissant Latte (limited to one per person).

● Tokyo
Bread, Espresso & (Omotesando)
Bread, Espresso & Shibaura Gallery
Bread, Espresso & Machiawase

● Kanagawa
Bread, Espresso & Shonan to
Bread, Espresso & Yuigahama Shoten
Bread, Espresso & Hantaba wo

● Chiba
Bread, Espresso & Kojitsutei

● Fukushima
Bread, Espresso & Komine Castle

● Miyagi
Bread, Espresso & Hitoyasumi

● Mie
Bread, Espresso & Kuwana Kobo

● Shiga
Bread, Espresso & Sekitoan

● Kyoto
Bread, Espresso & Kyo to

● Osaka
Bread, Espresso & Minamimorimachi-kosaten
Bread, Espresso & Coffee Seisakusho

● Hyogo
Bread, Espresso & Ijinkan
Bread, Espresso & Himeji Castle

● Oita
Bread, Espresso & Beppu-kan

● Kochi
Bread, Espresso & Tosa Kissa

● Okinawa
Bread, Espresso & Omoromachi

As a final added bonus, by purchasing target products between November 10 and November 24, you could be one of five lucky people who have the chance of winning a Bakery and Boss Jumbo Jacket, emblazoned with the Boss logo, and an assorted-bread design on the inner lining.

Whether liquid croissant coffee turns out to be a brilliant morning hack or just another entry in Japan’s history of experimental beverages, it’ll no doubt turn a few heads when it hits the shelves in a few days. If you happen to be near one of the stores, why not forgo your traditional breakfast snack and pick another up in one convenient bottle.

Related: Suntory, Bread, Espresso &
Source, images: PR Times
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