In order to expand the presence of their brands, the leading companies are engaged in coffee RTD beverage innovations with value added coffee based RTD, flavor added coffee drinks and many more. For instance, Nescafe, a Nestle coffee brand launched two new RTD coffee drinks-Coffee Protein Smoothie, and Cold Whipped Latte. According to AJCA (All Japan Coffee Association), consumption index score of coffee-based ready-to-drink (RTD) beverages has increased compared to 2014, thus showing an increasing rate of coffee based RTD beverage consumption in RTD coffee market in Japan. 

Packing of all beverages by almost all major players are made more attractive, so as to increase the sales of their products. Also, packages in various quantities are made available for easy usage. Glass bottle and pet bottle are widely used in Japan. Pet bottles are preferred more than the traditional glass bottles, as new technology enables these bottles to do more than just hold beverages. These bottles aid in improving the shelf life and preservation apart from being available in economy formats. According to AJCA (All Japan Coffee Association), the weekly average number of coffee bottles consumed per capita in Japan from 2014 to 2016 has increased, thus showing an increased bottled coffee consumption in Japan.