For the first time in its 125-year history, drinks giant Coca Cola is introducing an alcopop-style product.
Described as a ‘modest experiment for a specific slice of our market’, Coca Cola is trialling its first ever alcoholic drink in Japan only, inspired by the country’s growing demand for Chu-Hi, sparkling canned drinks mixed with local spirit shochu.
Typically between 3-8%, the drink is already being produced by beverage giants Kirin, Suntory and Asahi in a range of flavours, with grapefruit and lemon among the most popular.
Jorge Garduno, Coca-Cola's Japan president, explained: ‘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.’
Although the drink is unlikely to reach Western markets, it shows a continuing diversification of Coca Cola’s offering, as younger consumers have become more health conscious, the brand has been buying water and tea brands.
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