 Logo used in Japan | |
 A stacking of Australian cans of DoubleEspresso variety Boss Coffee | |
| Type | Iced coffee |
|---|---|
| Distributor | Suntory |
| Origin | Japan |
| Website | www |
Boss (ボス,Bosu), marketed outside of Japan asSuntory Boss Coffee, is a brand name of canned and plastic bottledcoffee and coffee-flavored beverages sold bySuntory inJapan. From 1992 to 2019 the brand was exclusive to Japan, gaining a cult following. Since 2019, it was introduced to various international markets, most notably in theAustralian market, where it has since grown to the market leader.[1]
In Australia andNew Zealand, the brand primarily competes withOak, Ice Break,Farmers Union Iced Coffee andDare Iced Coffee. Initially, all of Suntory Boss' competitors were sold inplastic bottle ormilk carton packaging, which was the mainstream in Australia prior to the arival of Japanesecanned coffee, until April of 2025 when Dare released Dare Charged, a stronger version of its original iced coffee in a 240mlcan as a direct domestic competer to Suntory Boss' dominance in the Australian market.[2]
Boss was first released in 1992 and is one of many brands ofJapanese canned coffee. Since 2006, American actorTommy Lee Jones has appeared in a series of TV commercials and billboards for the brand,[3][4] becoming one of the most recognised faces in Japan.[5]
The Suntory Boss brand was launched in Australia, New Zealand, and the U.S. in 2019, with two products.[6][7][8] In the U.S., Australian and New Zealand product lines, the logo does not include a pipe.[8] Outside of the Japanese domestic markets, specifically in Australia, the brand markets itself in a way that emphasizes its Japanese origin, likely due to the prevelance of theCool Japan subculture in Australia, with commercials that typically display working class Japanese environments with the drink motivating the worker to acheive better with the slogan "How Japan Can".[9]
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He's become one of the country's most recognizable faces through his appearances as the "Alien Jones" observer of terrestrial life in a series of popular commercials for Suntory's ubiquitous Boss brand of canned coffee.
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