Coca-Cola breaks with tradition, to produce its first alcoholic drink

The Coca-Cola beverage company is set to launch its own brand of alcopop drinks in Japan, RT has reported.

It will be the first alcoholic drink produced by the company in its 125-year history.

Coca-Cola will make “Chu-Hi” drinks, which are canned beverages that contain alcohol. The alcohol content of Chu-Hi alcopops ranges from 3 percent to 8 percent, and their popularity has grown between 5 and 25 percent year on year since 2013.

“This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shochu and sparkling water, plus some flavoring,” said Jorge Garduno, Coca-Cola’s Japan president.

“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.”

Fizzy-drinks sales have been in decline for Coca-Cola and its competitors, as younger generations are more conscious of sugar consumption. The company has experimented with water and tea to compensate for the declining sales.

“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. It makes sense to give this a try in our market,” Garduno said.

Alcoholic Coca-Cola drinks will most likely be sold only in Japan, because of the “unique and special” qualities of the Japanese market, he added.

Source: RT