New Delhi:Coca-Cola, the world’s most popular soft drink brand, is all set move out of the box after 132 years as it plans to launch an alcopop – flavoured alcoholic beverage – in Japan. The world’s biggest soft drink company is making a version of “Chu-Hi” – a canned sparkling alcoholic drink that would infuse a local spirit called Shochu. The move is understood to be the company’s attempt at monetising the popularity of Chu-Hi in Japan. It may be noted that the sales of drinks, which contain 3-8% alcohol, have surged impressively over the past five years and is particularly popular among female drinkers.
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Bacardi’s Breezer is another such alcohol-flavoured drink that has managed to woo customers in several parts of the world.
Announcing the new product, Coca-Cola’s Japan President Jorge Garduño 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.” However, he went on to say that the alcohol-flavoured beverage would only be sold in Japan. He said: “The Chu-Hi category is found almost exclusively in Japan. Globally, it’s not uncommon for non-alcoholic beverages to be sold in the same system as alcoholic beverages. It makes sense to give this a try in our market.”
But customers across the world need not be disappointed as the company might expand its reach, later on, considering the fact that sales of fizzy drinks around the globe are declining rapidly. The main reason for the decline is more awareness about health among youngsters, who are now cutting sugar consumption. Feeling the pinch of sales decline, even Coca-Cola has started selling water, coffee, and tea to minimise the sales shortfall.
According to a Euromonitor, a market research firm, global consumption of soft or fizzy drinks dipped over 3 percent in five years (2012-2017). It may be noted that Coca-Cola controls the 56% of the global fizzy drinks market.