Coca-Cola launches first alcoholic drink

Coca Cola [Photo credit: Wall Street Journal]

Coca-Cola on Monday launched its first alcoholic drink. The canned liquor product was launched in Japan.

The U.S. drinks giant aims at making a version of “Chu-Hi” – canned sparkling flavoured drink – that includes a local spirit called shochu.

According to the president of Coca-Cola’s Japan business unit, Jorge Garduno, in a post on the company’s website, he described the product as ‘’unique’’ in the company’s 125-year history.

“This is unique in our history. Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a modest experiment for a specific slice of our market,” he said.

‘’Japan is a fiercely competitive market, with Coca-Cola launching 100 products a year in the country. “Experimentation is almost like a day-to-day ritual here. You can’t fall behind the rapid product cycle in Japan,”