Coca-Cola is planning to introduce its very first alcoholic drink in Japan. The move is surprising by the company as it is mostly known and famous for cola and other non-alcoholic drinks.
Coca-Cola experimented in the wine business back in the 1970s. However as per Jorge Garduno—Coca-Cola Japan President this experiment, done by the company in Japan is “unique” in the firm’s history of one hundred and twenty-five years.
The new offering would be available in Japan’s flourishing “Chu-Hi” category of drinks, as informed by Garduno in one of his interviews posted on the website of the company.
He explained that the beverage would be canned and would have alcohol in it, conventionally it is manufactured using a distilled drink called “shochu” and sparkling water, along with some flavouring.
The flavours range of Chi-Hi drinks includes grape, white peach, kiwi and strawberry. Sometimes in the beverage shochu is replaced with vodka.
The drink usually contains three to nine percent alcohol is a hit among young consumers and women. The product is being marketed by the leading Japanese beverage firms like Kirin, Asahi and Takara.
Garduno said that it would be our first time to experiment something in low alcohol category, but this is an indication that the company believes in exploring opportunities outside core business areas.
He added that the launch of Chu-Hi drinks should not be taken as any kind of indication of the company’s intentions in something else. He said the reason why the firm is experimenting with this product is that it makes sense to try the product in the Japanese market.
He also mentioned that he thinks people around the world should not be expecting such offering by Coca-Cola in their markets as the culture in Japan is unique and special and some products launched in this country would stay in the country.
This step is part of a much wider campaign by Coca-Cola for diversifying much beyond sodas as now are such times when people are avoiding the use of sweet drinks and diet colas for health concerns.
Coca-Cola entered the wine business in 1977 by acquiring Taylor Wines of New York. It then established Wine Spectrum that was made of Sterling Vineyards and Monterey Vineyard. However, Coca-Cola left this business six years later by selling off to Spectrum for $200 million.