The soft-drink giant will launch an alco-pop drink - to be available in Japan
For the first time in its 125-year history, Coca-Cola has announced it will manufacture a low-alcohol, alcoholic drink product in Japan.
The BBC are reporting that, the popularity of a drink called Chu-Hi - a flavoured sparkling drink sold combined with a spirit known as shochu - has ultimately encouraged Coca-Cola to enter the alco-pop market.
Speaking on the company's website, Jorge Garduño, president of Coca-Cola Japan, described the decision as a "a modest experiment for a specific slice of our market."
"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.
"I don’t think people around the world should expect to see this kind of thing from Coca-Cola," he added. Which is perhaps a hint the drink won't be made available outside of the islands of Japan.
Given Coca-Cola's extremely heavy global marketing, a lot of which is aimed at Children, is it appropriate for the soft-drink giant to be entering into the alcoholic beverage market?
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