Mar 8: Coca Cola is set to launch its first alcoholic drink in its 125 year history in Japan, according to media reports.
BBC quoting Jorge Garduno, President Coca Cola ,Japan said that the new product is a modest experiment to explore opportunities for the company outside of its core areas. The company was motivated to try an alcoholic version following the popularity of Chu-Hi, a sparkling drink flavored with local spirit called shochu.
The new product will be alcopop style product – sweet drink mixed with alcohol. In the 1990s such drinks were popular in UK with such brands as Hooch, Reef, Smirnoff Ice, Bacardi Breezer.
Coca Cola in India
The world’s largest beverage company operates in India with its wholly owned subsidiary having 18 of its brands available in reduce, low or no calorie options. They include Diet Coke, Coca-Cola Zero, Fanta, Sprite, Dasani, Vitaminwater, Powerade, Minute Maid, Simply, Del Valle, Georgia and Gold Peak.
It is not yet clear whether alcoholic Coke would be introduced beyond the Japan market if it turns out to be a success there. India has become a favourite market for global beer and wine brands. Coca-Cola India had recently launched Maaza Gold, a premium thicker mango drink. Launched in 1970’s Maaza is one of the best loved juice in the country.
Jorge Garduno said that Chu-Hi is a uniquely Japanese product related to its culture and ruled out the possibility of launch in other countries.