Coca-Cola launches first alcoholic beverage

The logo of U.S. beverage group Coca-Cola is seen at the entrance of a visitors center of Coca-Cola Schweiz GmbH in Bruettisellen, Switzerland.

​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.

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