Coca-Cola is planning to launch its first ever alcoholic beverage, in a bid to capitalise upon Japan's expanding Chu-Hi alcopop market.
In an interview posted on the beverage giant's website, Jorge Garduño, president of Coca-Cola’s Japan business unit explained that it plans to “experiment” with a drink within the Chu-Hi category.
“This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shōchū and sparkling water, plus some flavoring,” he said.
The alcoholic content of Chu-Hi products reportedly ranges between 3% and 8%.
“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,” he added.
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Garduño highlighted that globally, it’s not uncommon for non-alcoholic beverages to be sold in the same system as alcoholic beverages.
Garduño added, “It makes sense to give this a try in our market. But I don’t think people around the world should expect to see this kind of thing from Coca-Cola.”
© 2018 - Checkout Magazine by Donna Ahern
