Coca Cola breaks 130-year-old tradition with first alcoholic drink

07:49 PM | 7 Mar, 2018
Coca Cola breaks 130-year-old tradition with first alcoholic drink
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TOKYO – Soft drink giant Coca-Cola plans to launch a canned, alcopop-style drink in the Japanese market, marking the first time in the company’s 130-year history that it has entered the alcohol category.

The world most popular soft drink brand is currently experimenting with a popular Japanese alcopop-style drink known as Chu-Hi, the Independent reported.

Chu-Hi cans are typically made with a distilled white spirit, which is mixed with carbonated water and a flavouring, containing between 3% and 8% volumes of alcohol.

Jorge Garduño, president of Coca-Cola Japan, said the company is trying to push the boundary in new ways. "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.

As for bringing the concept to the United States or other places around the world, Garduño said it is not likely, at least not yet.

"This is a modest experiment for a specific slice of our market. The Chu-Hi category is found almost exclusively in Japan. ... It makes sense to give this a try in our market," Garduño said. "While many markets are becoming more like Japan, I think the culture here is still very unique and special, so many products that are born here will stay here."

Last year, the company launched a version of Coke with added fiber, called Coca-Cola Plus, with Japan’s aging population in mind.