Coca-Cola to launch first ever alcoholic beverage
Coca-Cola is planning to produce its first ever alcoholic drink in Japan.
The company has developed the alcopop style beverage in response to the country’s growing taste for Chu-Hi, canned sparkling flavoured drinks containing a local spirit called shochu.
Shochu cans are typically contain a distilled white spirit mixed with carbonated water and a flavouring; they range between 3% and 8% volumes of alcohol.
Jorge Garduno, the company’s Japan president, referrs to the project on the website as a “modest experiment for a specific slice of our market.
“We haven’t experimented in the low alcohol category before, but it’s an example of how we continue to explore opportunities outside our core areas.”
It is unlikely that the drink would be sold outside of Japan, he says.
