For the first time in the company’s 125-year history, Coca-Cola is planning to produce and release an alcoholic drink.
According to BBC, the alcopop-style product will be available in Japan. The company made the decision in an effort to cash in on the country’s growing taste for canned sparking flavored drinks known as Chu-Hi. The beverage has an extra kick in it thanks to a local spirit called shochu.
Jorge Garduno is Coca-Cola Japan’s president. He called the move a “modest experiment for a specific slice of our market.”
“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,” he said.
Garduno also said it was unlikely the drink would be sold outside of Japan.
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