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Coca-Cola To Launch Its First Alcoholic Beverage, A Chu-Hi In Japan

March 9, 2018: 12:00 AM EST

In a first for the company, Coca-Cola plans to add an alcoholic beverage to its portfolio. Targeted for Japan, the alcopop will tap the country's rising demand for Chu-Hi - canned sparkling flavoured drinks with some shochu, a Japanese spirit. Chu-Hi, an abbreviation for shochu highball, is proving popular with female drinkers as an alternative to beer, although at 3% to 8% alcohol by volume it is substantially stronger Large national beverage companies, Kirin, Suntory and Asahi all have Chu-Hi brands, mostly with strong citrus flavors such as grapefruit or lemon although other fruit flavors are common too. The launch represents Coca-Cola’s efforts to innovate in premium segments at the margins of its core business. Jorge Garduno, Coca-Cola's Japan President, said it’s unlikely this drink will launch outside Japan but the model may prove instructive for other markets.

"Coca-Cola plans to launch its first alcoholic drink", BBC, March 09, 2018, © BBC
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