Coca-Cola Is All Set To Release Their Very First Alcoholic Beverage
Coca-Cola is one of the most famous brands in the whole world and has been since it was first launched 131 years ago. It's certainly my soda of choice due to its refreshing, sweet and satisfying taste, and I know I'm not alone in that.
Plus the renowned soda brand really knows how to market themselves.
Well almost. Remember that controversial Super Bowl Coca-Cola commercial from 2014?
While fans of the carbonated soft drink are perfectly happy consuming the beverage as part of their midday meal, for instance, many people will also opt for Coca-Cola as a mixer when hitting the bars. On a night out, a vodka-Coke remains one of the most highly ordered drinks at the bar.
Yes, lovers of both alcohol and Coca-Cola are plentiful, and as such, the company has decided to completely revamp their image by launching their very first alcoholic beverage in Japan.
According to Jorge Garduño, the president of Coca-Cola's Japan business unit, the multinational corporation plans to release their own version of Chu-Hi, a Japanese alcopop, sometime this year.
Chu-Hi is a canned drink with a relatively low alcohol content (shōchū alcohol) and is very popular in Japan.
“This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shōchū and sparkling water, plus some flavoring,” Garduño said in an interview which was put up on the company’s website in February.
“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 added.
In November of 2017, Coca-Cola's CEO, James Quincey, spoke to CNBC about the possibility of combining their renowned soda with alcoholic products.
“Philosophically, I never say never about most things, but the way I look at it, there’s just so much more we already have strength and capability in, it just doesn’t make sense to do that next,” Quincey said.
Initially, Quincey was unsure as to whether experimenting with Coca-Cola was the right direction to go in, but it was soon decided that the opportunities that could arise out of entering into a new sector would outweigh the drawbacks.
“It makes sense to give this a try in our market,” Garduño said.
However, consumers from outside of Japan who are keen to try the new alcoholic drink may have to wait a while before they have the opportunity.
Unfortunately, those who are both lovers of Coca-Cola and alcohol, but live outside of Japan will have to wait before the product is made available.
“While many markets are becoming more like Japan, I think the culture here is still very unique and special, so many products that are born here will stay here,” Garduño explained.
Although this marks the very first time the company has released its own alcoholic beverage, this certainly isn't the first time Coca-Cola has been affiliated with the alcohol industry.
All the way back in 1977, John Paul Austin, the chairman, president, and CEO of The Coca-Cola Company, helped to start Coca-Cola’s Wine Spectrum unit, including Sterling Vineyards, Monterey Vineyard, and the Taylor Wine Company. Then six years later in 1983, Joseph E. Seagram & Sons bought the Wine Spectrum unit for over $200 million.
So apparently, Coca-Cola's history with alcohol isn't all that recent after all. In any case, I look forward to seeing what they can pull out the bag - perhaps it might end up being my go-to drink on nights out.