Coca-Cola released its first alcoholic beverage in Japan on Monday, which is a carbonated drink with lemon flavor blended with spirits. This rollout can be an attempt to capitalize as much as from the growing popularity of “chuhai” alcopops, especially among young women.
Despite the fact that an American firm got into the wine trade in the 1970s, the experiment in Japan is unique in the company’s 125-year history, said the president of Coca-Cola, Japan, Jorge Garduno.
From Monday in the southern region of Kyushu in Japan, three new beverages “Lemon-Do” will be available, with 3%, 5%, and 7% contents of alcohol. This new alcoholic beverage will be available with a price tag of 150 Yen for 350 Milliliters.
“This is a pilot project in a region with a potential market,” said Masaki Iida, representative of the Japanese division of Coca-Cola, AFP. He refused to disclose the exact spirit in the drink, as the recipe is a well-preserved secret.
Developers of the Coca-Cola product got this idea after visiting the Japanese cafe “Izakaya”, where they found that lemon flavor drinks are very well-liked, according to the company’s website. Coca-Cola enters the already competitive market, where large Japanese companies dominate the shelves, such as Suntory, Kirin, and Asahi.
And the president of the company has already weakened the expectations of people hoping to drink outside Japan and says that there are no plans to launch “Lemon-Do” outside the country.
However, this move is seen as part of a broader diversification campaign outside soft drinks, as health problems are seen by consumers in the US and other developed countries from sugary drinks and diet colas.
The company has launched its new soda machine that serves personalized flavored drinks. Named as Coca-Cola Freestyle 9100, the machine uses Bluetooth connectivity to connect users via a Freestyle mobile app for drinks.