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Coca Cola to launch first ever alcoholic beverage

Soft drinks giant to tackle growing Japanese 'alcopop' market

Soft drinks giants, Coca Cola, have announced plans to launch their first ever alcoholic drink in an effort to capitalise on a growing thirst for alcopop-style drink Chu-Hi in Japan. 

 

Chu-Hi is a canned fizzy drink marketed as an alternative to beer. The drink which contains a small amount of local spirit, shochu has been growing in popularity at a staggering rate, particularly amongst females.  

 

Typically produced with an alcoholic volume of between 3-8%, many of Japan's largest drinks firms, including Asahi, Kirin and Suntory have moved to cash in on its popularity, creating drinks in various fruit flavours. 

 

Now, Coca Cola have revealed their intention to make a move into the market. A senior executive at Coca Cola in Japan described the move as a "modest experiment for a specific slice of our market." 

 

Coca Cola's Japan president, Jorge Garduno, said "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 continued by adding that the drink is unlikely to be sold outside of Japan. 

 

Bonnie Herzog, an analyst at Wells Fargo, hinted that Coca Cola would make such a move back in November. Predicting Coca Cola may look to move into markets of "premium segments such as adult craft beverages." 

 

At the time of writing, Coca Cola stocks were trading at $43.70. You can invest in stocks across numerous global markets using the brokers available at Spread Betting. Visit our homepage for more information. 

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