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.
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