Coca-Cola on Monday launched its first alcoholic drink. The canned liquor product was launched in Japan.
The U.S. drinks giant aims at making a version of “Chu-Hi” – canned sparkling flavoured drink – that includes a local spirit called shochu.
According to the president of Coca-Cola’s Japan business unit, Jorge Garduno, in a post on the company’s website, he described the product as ‘’unique’’ in the company’s 125-year history.
“This is unique in our history. Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a modest experiment for a specific slice of our market,” he said.
’Japan is a fiercely competitive market, with Coca-Cola launching 100 products a year in the country. “Experimentation is almost like a day-to-day ritual here. You can’t fall behind the rapid product cycle in Japan,” Mr Garduno added.
The 350ml-can drinks contain three, five and seven per cent alcohol. They will be available in the southern Kyushu region of Japan.
Coca-Cola has said there are no plans to bring the new drinks to markets outside Japan. 