This is the first time when one of the biggest soft drinks companies of the world would like to start producing the first alcoholic drink. Coca-Cola has more than 132 years old history, and it is the first time they want to create an alcoholic beverage in Japan. Jorge Garduño, president of Coca-Cola’s Japan unit, said in an article published on the company’s website that it is “going to experiment” with a canned drink that contains alcohol: a product category known as chu-hai in Japan. He also added that Coca-Cola would probably sell its alcoholic drinks only in Japan, because of the “unique and special qualities” of the domestic market. From 1977 to 1983, Coca-Cola owned a wine subsidiary called “Wine Spectrum” that it sold to Joseph E. Seagram and Sons. A Coca-Cola spokesman said the new drink in Japan will be the first time the company expands its focus by developing its own alcoholic drink.
The company is also launching three new drinks in the UK this year: the ice tea drink Fuzetea, ready-to-drink cold coffee Honest Coffee, and the dairy-free smoothies brand AdeZ. Howard Telford the head of soft drinks at Euromonitor International a market research firm, said: “This is a departure for Coca-Cola, but I think this reflects the way that changing consumer tastes are pushing the company into less familiar areas like premium dairy, coffee, tea and now low-alcohol flavored drinks”. “While I don’t think this represents a global shift in company strategy, I do think we can expect Coca-Cola and its competitors to continue looking for new opportunities.”
As you know Coca-Cola is famous for it its secret recipe, and this fact holds our interests more and more.