BECK'S COFFEE SHOP, the café chain run by JR East Cross Station's Foods Company, is gearing up for another scorching summer with a lineup of seasonal campaigns. The idea: give busy commuters and shoppers a spot to pause, rehydrate, and recharge during their day — something like an aid station along a marathon course, offering a brief rest and a chance to reset before heading back into the heat. The push comes wrapped in a limited-edition Suica's Penguin design meant to make grabbing a drink feel that much more inviting.
From Tuesday, July 7, 2026, the chain also brings back its Rich Lemonade, made with Seto Inland Sea lemon juice, for a limited run through the end of September.
Rich Lemonade: A Bolder Take on a Summer Favorite
Rich Lemonade builds on BECK'S COFFEE SHOP's regular Lemonade, a customer favorite known for its balanced tartness and clean sweetness made with Seto Inland Sea lemon* juice. This version adds lemon peel and a concentrated citrus sauce for an even bolder, more intense lemonade.
Price: R size from ¥510, L size from ¥560, XL size from ¥610 (tax included)
Sale Period: Tuesday, July 7 – Wednesday, September 30, 2026 (planned)
Where to Buy: All BECK'S COFFEE SHOP locations — store locator
*The cut lemon garnish is not sourced from the Seto Inland Sea region.
Official LINE-Exclusive Coupons
¥100 Off Rich Lemonade and Lemonade
BECK'S COFFEE SHOP's official LINE account is distributing a ¥100-off coupon valid on any size of Rich Lemonade or Lemonade.
Period: Tuesday, July 7 – Wednesday, September 30, 2026
Eligible Recipients: Anyone who had already added the official LINE account as a friend by July 6, plus anyone who adds it as a friend during the campaign period
Coupon Validity: Tuesday, July 7 – Wednesday, September 30, 2026
July 20 Is "BECK'S Coffee Day"
On July 20, 1995, the very first BECK'S COFFEE SHOP opened inside Omiya Station. In gratitude to the customers who have supported the brand ever since, the company has designated July 20 as "BECK'S Coffee Day." Each year, the date is meant to be a special day of thanks toward customers and a tradition that deepens the bond between the brand and the people who visit it.
A special coupon good for one free coffee, iced coffee, iced tea (regular size), or tea (one size) will be distributed via the official LINE account.
Distribution: 10:00 AM, Monday, July 20, 2026 (national holiday)
Eligible Recipients: Anyone who has added the official LINE account as a friend by July 19
Coupon Validity: Monday, July 20 – Monday, August 31, 2026
BECK'S COFFEE SHOP's official LINE account: https://page.line.me/693aeiag?oat_content=url&openQrModal=true
Friends of the account receive updates on seasonal menu items as well as news about new stores and campaigns.
XL Iced Drinks Now Available at Every Location
With summer arriving earlier and the hot season stretching longer each year, BECK'S COFFEE SHOP has expanded its XL iced drink size to every location for a limited time, giving customers an extra-large way to cool down.
The XL size holds about 1.5 times as much as the regular size, offering a refreshingly big gulp on a hot day.
Sale Period: Tuesday, July 7 – Wednesday, September 30, 2026 (planned)
XL Sizes Available:
- Rich Lemonade
- Lemonade
- Iced Coffee
- Iced Tea
- Iced Lemon Tea
- Iced Jasmine Tea
- 100% Apple Juice
Availability may vary by location.
Suica and Mobile Suica are registered trademarks of East Japan Railway Company. Suica's Penguin is a character of East Japan Railway Company's "Suica."
