- By Kara Driscoll Staff Writer
Coca-Cola is introducing its first-ever alcoholic drink in the company’s history.
Jorge Garduño, president of Coca-Cola’s Japan business unit, said the company is experimenting with a low-alcohol canned beverage. Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a “modest experiment for a specific slice of our market,” he explained on Coca-Cola’s website.
“We’re also going to experiment with a product in a category known in Japan as Chu-Hi. This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shōchū and sparkling water, plus some flavoring. 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.
The new product comes as Coca-Cola innovates in several ways. In January, the company announced it was also changing things up for Diet Coke lovers.
Diet Coke got a brand new look, and now comes in four new flavors. Why? Coca-Cola wants a modern design and sleek-looking cans for the iconic brand. The company will now offer: Diet Coke Ginger Lime, Diet Coke Feisty Cherry, Diet Coke Zesty Blood Orange and Diet Coke Twisted Mango into the Diet Coke family.
“Diet Coke is one of the most iconic brands loved by millions of fans in North America,” said Rafael Acevedo, Coca-Cola North America’s group director for Diet Coke. “Throughout this relaunch journey, we wanted to be bold, think differently and be innovative in our approach. And most importantly, we wanted to stay true to the essence of Diet Coke while recasting the brand for a new generation.”
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