Midori

Midori is a Japanese-origin melon liqueur brand owned and produced by Suntory. Its name comes from the Japanese word midori, meaning green, reflecting the product's vivid green color. The liqueur is characterized by a strongly sweet profile and melon flavor derived from Yubari King and muskmelon varieties. At approximately 20–21% alcohol by volume, it is lower in strength than many base spirits and is generally positioned as a cocktail component rather than a drink consumed neat. The product began in Japan in 1964 under the name Hermes Melon Liqueur. Suntory subsequently renamed it Midori when preparing the brand for the United States market. The international launch took place in 1978 at New York City's Studio 54 during a party associated with the cast, crew, and producers of the film Saturday Night Fever. This launch connected the liqueur with contemporary nightlife and helped establish its distinctive visual identity in the American bar market. Midori expanded rapidly after its American introduction. By 1983, it was being distributed in 20 countries. Until 1987, production was conducted exclusively in Japan; from that year, Suntory began producing the liqueur in additional countries. Reference material identifies Japan, the United States, Mexico, and France as production locations, reflecting the brand's international manufacturing and distribution footprint. The brand's principal commercial role is as a flavoring and coloring ingredient in mixed drinks. Well-known cocktails containing Midori include the Japanese Slipper, made with Midori, Cointreau, and lemon juice; the Midori Sour, commonly combining Midori with vodka, citrus juice, and soda water; and the Scooby Snack, a sweeter combination involving cream, banana liqueur, coconut rum, and pineapple juice. Its intense sweetness means that bartenders typically balance it with citrus, soda, cream, or other spirits. In 2013, Suntory responded to consumer research by reducing the sugar content and updating the package design. The revision included a redesigned label and a frosted glass bottle while retaining the product's highly recognizable green appearance. Midori's enduring differentiation therefore rests on three linked attributes: a bright green color, a recognizable melon flavor, and a strong association with colorful contemporary cocktails. It remains an active international liqueur brand within Suntory's spirits portfolio.

Midori's history began in Japan in 1964, when Suntory introduced a melon liqueur called Hermes Melon Liqueur. The original product established the basic concept that would later define Midori: a sweet liqueur with a pronounced melon character and a vivid green appearance. The brand was initially made exclusively in Japan. Suntory renamed the product Midori for its entry into the United States in 1978. The new name is derived from the Japanese word for green and made the product's visual identity central to its international presentation. The American launch was held at Studio 54 in New York City at a party connected with the cast, crew, and producers of Saturday Night Fever. The setting helped associate the liqueur with nightlife, entertainment, and the emerging cocktail culture of the period. International distribution expanded during the early 1980s. By 1983, Midori was distributed in 20 countries, indicating that the brand had moved beyond its Japanese origins and become an international specialty liqueur. Production remained Japanese-only until 1987, when Suntory began manufacturing the product in countries outside Japan. Reference material identifies Japan, the United States, Mexico, and France as production locations. Midori's use developed primarily through cocktails rather than straight consumption. Its sweetness and relatively moderate alcohol content make it more suitable for combining with citrus juices, vodka, other liqueurs, cream, soda, and tropical ingredients. The Japanese Slipper and Midori Sour became representative serves, while other recipes such as the Scooby Snack broadened its association with sweet and novelty-oriented mixed drinks. In 2013, Suntory used consumer research to guide a product and packaging update. The company reduced the sugar content, redesigned the label, and introduced a frosted glass bottle. These changes modernized the presentation and adjusted the flavor balance without abandoning the green color and melon profile that distinguish the brand. Midori remains an active Suntory liqueur brand. Its identity is based less on a broad portfolio than on a single highly recognizable product: a green melon liqueur used by professional and home bartenders in visually striking cocktails.

• 2013

  Sugar reduction and packaging redesign

  [1]Midori (liqueur)en.wikipedia.org

  Suntory reduced the product's sugar content and introduced a redesigned label and frosted glass bottle following consumer research.

• 1987

  Production expands outside Japan

  [1]Midori (liqueur)en.wikipedia.org

  Suntory began producing Midori in countries outside Japan after an initial period of Japan-only production.

• 1983

  Distribution reaches 20 countries

  [1]Midori (liqueur)en.wikipedia.org

  Midori was being distributed in 20 countries, marking a substantial expansion beyond Japan.

• 1978

  International renaming and United States launch

  [1]Midori (liqueur)en.wikipedia.org

  The liqueur was renamed Midori and launched in the United States at an event held at Studio 54 in New York City.

• 1964

  Launch as Hermes Melon Liqueur

  [1]Midori (liqueur)en.wikipedia.org

  Suntory introduced the precursor to Midori in Japan under the name Hermes Melon Liqueur.

A visually distinctive, sweet melon liqueur positioned for cocktails, nightlife, and colorful mixed-drink occasions.

• Liqueur · 1964

  Midori Melon Liqueur

  Midori is a bright green, sweet melon-flavored liqueur made by Suntory. Its flavor profile is associated with Yubari King and muskmelon, and its alcohol content is approximately 20–21% by volume. Because of its pronounced sweetness, it is most commonly mixed into cocktails rather than served straight. Typical serves include the Japanese Slipper, Midori Sour, and a range of creamy or tropical drinks. The product is made in Japan, the United States, Mexico, and France according to the cited reference material.

• 1978Studio 54 United States launch

  United States

  Midori was introduced to the United States at Studio 54 in New York City during a party associated with Saturday Night Fever. The event gave the renamed liqueur a high-profile nightlife setting and supported its international positioning.

  Outcome. The launch helped establish Midori in the United States as a distinctive cocktail and nightlife liqueur.

  Source

• 2013

  Reformulate and redesign MidoriGeneration change

  Background

  Consumer research indicated an opportunity to update the product and its presentation.

  Action taken

  Suntory reduced the sugar content and introduced a redesigned label and frosted glass bottle.

  Aftermath

  The reformulated and repackaged product retained the brand's recognizable green appearance while responding to consumer preferences.

  Source

• 1987

  Expand production beyond JapanStrategy

  Background

  Midori had achieved international distribution after being produced exclusively in Japan.

  Action taken

  Suntory began producing Midori in countries outside Japan.

  Aftermath

  The brand developed a multinational production footprint, including Japan, the United States, Mexico, and France.

  Source

• 1978

  Rename the product for international expansionStrategy

  Background

  Suntory prepared the former Hermes Melon Liqueur for release in the United States and broader international markets.

  Action taken

  The company changed the product's name to Midori and launched it at a high-profile New York nightlife event.

  Aftermath

  The renamed brand developed an international identity centered on its green color, melon flavor, and cocktail use.

  Source

1. 1Midori (liqueur)en.wikipedia.org