Coca cola cans waiting to the filled at a Coco-Cola bottling plant in Salt Lake City, Utah.
Coca cola cans waiting to the filled at a Coco-Cola bottling plant in Salt Lake City, Utah.

Coke launches alcoholic drink

COCA-Cola is one of the most iconic brands in the world - yet it's never strayed far from its original drinks. That is, until now. The brand is bringing out its first ever alcoholic drink, based on a Japanese alcopop. Coca-Cola is currently in the process of creating their own version of popular Japanese drink Chu-Hi, a fizzy drink with a small amount of shochu alcohol.

The drink will be launched in Japan where the market is thriving, and the move was confirmed by Coca-Cola's Japanese president, Jorge Garduno.

Coca-Cola is currently in the process of creating their own version of a popular Japanese drink Chu-Hi. Picture: AP/Matt Rourke
Coca-Cola is currently in the process of creating their own version of a popular Japanese drink Chu-Hi. Picture: AP/Matt Rourke

"This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shochu and sparkling water, plus some flavouring," Mr Garduno said.

"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.

"Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a modest experiment for a specific slice of our market."

But Coke lovers looking to try the boozy beverage might be waiting a while, as currently there's only plans to launch in Japan.

It is expected the drink will be in the low alcohol category. Picture: Akos Stiller/Bloomberg
It is expected the drink will be in the low alcohol category. Picture: Akos Stiller/Bloomberg

"The Chu-Hi category is found almost exclusively in Japan. Globally, it's not uncommon for non-alcoholic beverages to be sold in the same system as alcoholic beverages," Mr Garduño said.

"It makes sense to give this a try in our market."

He added that the idea of alcoholic Coca-Cola drinks is likely to stay in Japan for now rather than expands globally because of the "unique and special" qualities of the Japanese market.
Coca-Cola's move to dabble in alcohol drinks comes more than 130 years after the original drink was first launched in the US.
It happens in the wake of declining global demand for soft drinks due to health concerns.

 

 

This article originally appeared in The Sun and has been republished with permission.


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