A new departure for the soft drinks giant.
Coca-Cola has announced plans to manufacture an alcoholic drink for the first time in its 125-year history with the launch of an alcopop-style product in Japan.
According to the BBC, the decision by Coca-Cola to launch the drink has been influenced by the growing popularity in Japan of Chu-Hi, flavoured sparkling drinks sold in cans and infused with a local spirit known as shochu, which range between 3-8% ABV (alcohol by volume).
Most major beverage companies in Japan sell varieties of Chu-Hi products and the drink has proved particularly popular with female customers.
In a Q and A with the company website, Jorge Garduño, president of Coca-Cola Japan, described the launch of the drink as “a modest experiment for a specific slice of our market” and hinted that it is unlikely that the product would be sold outside of Japan.
“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,” Garduño said.
“I don’t think people around the world should expect to see this kind of thing from Coca-Cola,” he added.
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