Coca-Cola breaks 125-year self record, launches first alcoholic drink

After 125 years of operation, Coca-Cola company resolved to capture new markets of drinkers as it launched its first ever alcholic drink in Japan.

The development may not be unconnected to the recent decline in sales recorded in the company’s sweet beverages in the U.S and Europe.

Infact, in Nigeria, Coca-Cola seems to be losing some of its age-long customers to other local beverage companies over its sugar and other sweetening agents believed to be responsible for certain suger-related ailments.

To capture the growing market of young drinkers – especially women, remain competitive and sustain the company’s profitability, a new lemon-flavoured alchoholic drink called “Lemon-Do” drink went on sale to consumers on the Japanese Island of Kyushu with 3%, 5% and 7% alchohol in 350ml cans on Monday.

According to the company’s website, the product was inspired after visiting Japanese-style “izakaya” pubs, where they discovered that lemon-flavoured drinks are very popular.

The drinks are modelled on the popular “Chu-Hi”, Japanese alcopop, which are canned beverages that feature flavoured sparking water and distilled alcohol “sochu”, which comes in a variety of flavours including grape, strawberry, kiwi and white peach.

Chu-Hi – has been marketed as an alternative to beer, proving especially popular with female drinkers.

The company known for its non-alchoholic beverages, having performed series of experiments on different flavour of drinks in the past, decided to conduct what it described as a modest experimental drink for a specific slice of the market in March.

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Although, Coca-Cola went in the wine business in the 1970s, the experiment in Japan is “unique” in the company’s 125-year history, said Coca-Cola Japan President, Jorge Garduno.

Some usual questions asked by customers such as the exact spirit in the drink and recipes for the product remained unanswered as Garduno maintained that the recipes are closely guarded secret.

Garduno, has however, dashed hopes of some Nigerians and other potential customers outside Japan who have been looking forward to having a taste of the drink, as he said the comapany has no plans to launch “Lemon-Do” outside the country.

The company stated that it is a pilot project in the region which has a sizeable market.

 

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