- Thomson Reuters
- Coca-Cola Japan is launching a version of a local low alcohol drink Chu-Hi.
- The regional head says the new drink is “a modest experiment” and likely won’t travel.
- Coca-Cola has been battling falling sales globally as consumers shun fizzy drinks.
LONDON – Coca-Cola is set to launch its first ever alcoholic drink.
The soft drink company is planning to launch a Chu-Hi drink in Japan, according to the Financial Times. Chu-Hi is a local beverage made by mixing carbonated water with the spirit shōchū and some flavouring such as lemon or lime.
Jorge Garduño, president of Coca-Cola Japan, said in a Q&A with the company’s website: “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.”
The venture is the first alcoholic drink produced by Coca-Cola in its 126-year history. Garduño said it is “a modest experiment for a specific slice of our market” and added: “I don’t think people around the world should expect to see this kind of thing from Coca-Cola.”
Coca-Cola has been battling falling sales globally as health-conscious consumers shun fizzy drinks in favour of beverages such as coconut water and flavoured sparkling waters, like the cult US drink La Croix.