Coca-Cola plans to launch its first ever alcoholic drink in Japan, in a surprising departure for a US company identified with cola and other non-alcoholic beverages.
While Coca-Cola dabbled in the wine business in the 1970s, the Japanese experiment is “unique” in the company’s 125-year history, said Coca-Cola Japan president Jorge Garduno.
The new offering will be in Japan’s growing “Chu-Hi” category of beverages, Garduno said in a recent interview posted to the company’s website.
“This is a canned drink that includes alcohol; traditionally, it is made with a distilled drink called shochu and sparkling water, plus some flavouring,” he said.
Chu-Hi drinks come in a range of flavours such as grape, strawberry, kiwi and white peach and sometimes replace shochu with vodka.
The drink, which usually has between three and nine per cent alcohol and is marketed by leading Japanese drink companies such as Asahi, Kirin and Takara, is especially popular with young consumers and women.
