Lotte’s canned water makes its convenience store debut.

The first time you take a look at the drink section in a Japanese convenance store, you might be surprised by some of the packaging, specifically the things that you can buy in cans. Canned coffee and cocktails can be found in pretty much every convenience store in the country, and while not as common, canned teas aren’t all that shocking to see here either.

But even we were surprised to find out that 7-Eleven Japan now sells canned water.

The Day is a brand of canned water from Lotte, who’s best known as a candy and snack food maker. They’re now in the water game too, though, and while the black-can The Day is carbonated, the red version isn’t.

▼ The Day went on sale through online shops and discount retailers in September, but just made its convenience store debut at 7-Eleven on May 5.

The visual design looks more like something you’d see for an energy drink or beer, and the contrast feels even more pronounced when you see The Day next to other brands of water, which tend to go with nature imagery and transparencies as their main visual motifs.

Lotte says they chose The Day’s name to symbolize its concept as “a water that lifts your spirts” and will give you a great day. There are no additional energy boosting chemicals or supplements added, though. The Day is simply canned natural mineral water, sourced from the town of Yaizu in Shizuoka Prefecture, according to the can’s text.

▼ And yes, we did accidentally drop this can on our way back from 7-Eleven, leading to the first time in our lives that we can say that we dented our water.

Once back in our taste-testing center, we cracked open the non-sparkling The Day for a comparison with Suntory’s Tennensui, one of Japan’s most popular bottled water brands.

Oddly enough, while the red-can The Day is supposed to be the non-sparkling variety, after we poured some into a glass we did still see some air bubbles. Not so many that we’d call it a full-on carbonated beverage, and this might just be a side-effect of the canning process, as opposed to an intentional design choice, but still, the water wasn’t completely still.

Taste-testing duties fell to our ace reporter Mr. Sato, and he says The Day’s mouthfeel is smooth, imparting a refreshing sensation as it glides down your throat. He reports no unpleasant metallic taste or aroma either, so while it feels unusual to be drinking water from a can, the flavor isn’t funny, and is perfectly satisfying.

But why has Lotte chosen to put The Day in cans, and not the plastic bottles that are the industry norm? In its press release, the company says it sees the day as “One answer to the needs of a new age of wellness,” and the choice of more easily recyclable aluminum seems to be an extension of that philosophy. The uniqueness factor probably doesn’t hurt either, as the packaging and design really do stand out against other brands of water. Lotte might also be hoping that the more substantial feel of a can helps position The Day as a premium product, and at a price of 158 yen (US$1) for a 480-mililiter (16.2-ounce) can, it is a little on the pricy side, as most other water brands are 140 yen or less for a 500-miiliter bottle.

There is one clear drawback to The Day being in a can, though, which is that once you pop the top, there’s no way to close it back up again. This isn’t an issue for coffee or alcoholic beverages, since they tend to be things where people drink the entire can shortly after opening it. Regardless of whether it started out hot or iced, coffee tends to taste significantly worse once it gets to room temperature, and beer and cocktails aren’t the kind of drinks most people go walking around with. A lot of people, though, buy a bottle of water while commuting to work or out on a walk, take a few sips, then put the cap back on so they can toss the bottle in their bag and have some more when they feel thirsty again a little later on.

By nature of being in a can, The Day doesn’t lend itself to that “I’ll have a little now, and then the rest later on” style of consumption, making it a much less convenient choice than its competitors. On the other hand, being locked into drinking the whole can once you’ve opened it does promote taking the time to mindfully hydrate, and with Japan’s cruelly hot kokushobi-level summer weather on the way, maybe that’s not such a bad thing.

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