Soft drink company to part with tradition by launching version of ‘Chu-Hi’ alcopop in Japan
Coca-Cola is to produce the first alcoholic drink in its 132-year-history, with plans to launch an alcopop in Japan.
The world’s biggest soft drinks company said it would start making a version of “Chu-Hi” – canned sparkling flavoured drinks that include a local spirit called shochu.
The company, famous for its red label and secret Coca-Cola recipe, hopes to capitalise on the increase in popularity in Japan of Chu-Hi alcopops.
Sales of the drink, which ranges in alcohol content from 3-8%, have surged over the past five years and it is particularly popular with female drinkers.
Jorge Garduño, Coca-Cola’s Japan president, 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.”
Garduño said Coca-Cola would probably sell its alcoholic drinks only in Japan, because of the “unique and special qualities” of the domestic market.
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