Sky News reports that the Japan Tobacco Company has launched a new ‘fizzy’ drink called Unagi Nobori or ‘Surging Eel’.  The drink went on sale this month during the country’s eel-eating season.

The yellow-colored fizzy drink contains extracts from the head and bones of eel plus five vitamins that are contained in the fish.  It’s said to be the best way to stay cool in hot weather.

“It’s mainly for men who are exhausted by the summer’s heat,” said company spokesman Kazunori Hayashi.

Eel is a sought after delicacy in Japan often prepared in a style called ‘kaba-yaki’ in which it is broiled and covered in a sweet sauce.

The drink costs about one-tenth as much as broiled eel but is said to have a similar flavor.

Broiled Eel

I suppose the next step will be to use it as a mixer with rice wine and offer it as liquid fish cakes.