Coca-Cola Launches First Alcoholic Drink

  • business
  • May 28, 2018 - 4 p.m.


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Coca-Cola on Monday launched its first alcoholic drink in a bid to tap into new markets and consumers.

The company launched the canned liquor product in Japan.

The U.S. drinks giant aims at making a version of “Chu-Hi” – canned sparkling flavoured drink – that includes a local spirit called shochu.

According to the president of Coca-Cola’s Japan business unit, Jorge Garduno, in a post on the company’s website, he described the product as ‘’unique’’ in the company’s 125-year history.

“This is unique in our history. Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a modest experiment for a specific slice of our market,” he said.

"Japan is a fiercely competitive market, with Coca-Cola launching 100 products a year in the country.

"Experimentation is almost like a day-to-day ritual here. You can’t fall behind the rapid product cycle in Japan,” Mr Garduno added.

The 350ml-can drinks contain three, five and seven percent alcohol. They will be available in the southern Kyushu region of Japan.

Coca-Cola has said there are no plans to bring the new drinks to markets outside Japan.

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