We live in a world where Coca Cola is venturing out into the alcohol industry. News has been floating around saying that Coca Cola is planning to launch a new line of alcoholic beverages, or “alcopops”! But to our disappointment, they’re aiming only at the Japanese market as of now.
This is the first time in it’s 126 year history that Coca Cola is manufacturing alcohol based products and is doing so to cash in on the increasing demand for ‘Chu-Hi’ (short for Shochu Highball) - a canned sparkling drink which can be any one of various flavors combined with a slight kick of a local spirit called ‘Shochu’. With an alcohol content anywhere between 3-8%, Chu-Hi has been taking over the Japanese markets like a storm, being especially popular among the females!
"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," said Jorge Garduno, Coca-Cola's Japan president. He also said that since the Chu-Hi market is almost exclusive to Japan, they’re highly reluctant to take this idea and experiment elsewhere.
Coke’s Japanese business is unusually experimental, trying out 100 new products on average each year. Along with the new Chu-Hi, the firm will this year also launch the excitingly-named “THE TANSAN,” which Garduño said “features the strongest carbonation ever in our products in this country, to reach health conscious adult sparkling lovers.”
What are your thoughts on Coca Cola alcohol? Do you think it should make an appearance in India? Also, should beverage companies experiment similarly in the Indian market as well? Please share your thoughts with us in the comments section!