Coca-Cola to make first alcoholic drink

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Sometimes in the beverage shochu is replaced with vodka.

The Chu-Hi drink is the first alcoholic beverage in Coca-Cola history, and in terms of whether or not it will come to the US, these odds sound unlikely. The company drives this fact home by saying, "some beverage categories that are big in Japan barely exist anywhere else". Shine Investment Advisory Services Inc. now owns 3,185 shares of the company's stock worth $143,000 after acquiring an additional 1,610 shares during the last quarter. What factors in the market drive the need for constant innovation?

"Consumers here look for variety and want to experiment".

No more rum and coke for us. "This is a canned drink that includes alcohol", Garduño said.

It was unlikely the alcopop-style product would be sold outside of Japan, he suggested.

It's unclear at this time what the alcoholic product will be called or when it might launch.

Sales of Chu-hi in Japan have skyrocketed among the female population.

Coca-Cola are making their first ever alcoholic drink
Coca-Cola are making their first ever alcoholic drink

In its 132-year history, Coca-Cola has produced a panoply of drinks alongside its signature soda, including bottled water, juices, sports beverages and an Indian refreshment described as "spicy", "mature" and "masculine". "We need to learn, move on and reinvent". Do you have any examples of that in Japan?

To keep its head above water, the Coca-Cola Company over the years has experimented with energy drinks, seltzers, fruit juices, bottled coffees, and even milks (as well as "milk flavored" products, such as Fanta Lactic). Liquor lovers in the USA shouldn't get too excited, though.

The first Chu-Hi product to be released in Japan was called HiLicky, in 1983.

Garduno said that it would be our first time to experiment something in low alcohol category, but this is an indication that the company believes in exploring opportunities outside core business areas.

Has Coke used the same approach before?

According to an interview with the company's Japan president, Jorge Garduño-actually published a couple weeks back on Coca-Cola's corporate site, though no-one seems to have noticed until now-this is very specifically a Japanese thing.

Sometimes classed along with "alcopops" such as Mike's Hard Lemonade or Smirnoff Ice, Chu-hi drinks normally have an alcohol content similar to beer, between 3% and 8%. "Globally, it's not uncommon for non-alcoholic beverages to be sold in the same system as alcoholic beverages", Mr Garduno said.

As for bringing the concept to the United States or other places around the world, Garduño said it is not likely, at least not yet.