Nestle is launching cocktail pairings to accompany the launch of its new Kit-Kat flavor, even hosting a pop-up bar at Tokyo's CITAN Hostel to feature hand-picked sake and umeshu drinks

There are plenty of well-regarded food and alcohol pairings like wine and cheese and beer and pretzels, but people don’t often consider which cocktail they would pair with their favorite candy. To celebrate its new umeshu (plum liquor) flavored Kit-Kat bar, Nestle teamed with soccer star Hidetoshi Nakata to design a pairing menu for the candy.

The alcoholic candy accompaniments can be enjoyed at CITAN, a hostel in the Nohonbashi neighborhood of Toyko. The pop-up bar not only offers guests a chance to sample the brand new Kit Kat flavor, but also try the four kinds of umeshu and 12 sakes from around Japan, all handpicked by Nakata.

This is Kit-Kat’s second alcohol-themed candy bar and related activation, following the launch of a sake-flavored chocolate treat in 2016. The candy bars are very popular in Japan, which Nestle hopes to capitalize on by positioning the umeshu flavor for a young crowd and hosting the release a trendy neighborhood. The pop-up opened on September 18 and can now be visited at CITAN.

Nestle

There are plenty of well-regarded food and alcohol pairings like wine and cheese and beer and pretzels, but people don’t often consider which cocktail they would pair with their favorite candy. To celebrate its new umeshu (plum liquor) flavored Kit-Kat bar, Nestle teamed with soccer star Hidetoshi Nakata to design a pairing menu for the candy.

The alcoholic candy accompaniments can be enjoyed at CITAN, a hostel in the Nohonbashi neighborhood of Toyko. The pop-up bar not only offers guests a chance to sample the brand new Kit Kat flavor, but also try the four kinds of umeshu and 12 sakes from around Japan, all handpicked by Nakata.