Food And Travel

Coca-Cola Launches Its First Ever Alcoholic Drink

DIVYIA ASTHANA | 0
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| May 28 , 2018 , 15:29 IST

Coca-Cola, a brand synonymous with the black fizzy cola drinks on Monday officially launched its first ever alcoholic drink in Japan, which is a fizzy, lemon-flavoured concoction laced with spirits that aims to capitalise on the popularity of local "chuhai" alcopops enjoyed in Japan.

The 3 new "Lemon-Do" drinks, containing 3, 5 and 7 percent alcohol were released in Japan's southern Kyushu region, at the price of $1.40 for a 350-millilitre can.

"This is a pilot project in the region which has a sizable market," Masaki Iida, spokesman for Coca-Cola's Japanese unit, said to AFP.

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Similar to the traditional Coca-Colas, the recipes of the new alcoholic drinks are also a closely guarded secret, including which exact spirit has been used in the drinks.

According to the brand's website, the Coca Cola product developers got the idea for the alcoholic beverages after visiting Japanese-style "izakaya" pubs where they noticed that lemon-flavoured drinks were very popular.

The traditional Japanese "chuhai" drinks usually contain vodka or a distilled grain-based spirit called "shochu" and come in the flavours of grape, strawberry, kiwi and white peach. The strength of the alcohol ranges between 3 and 9 percent and they are especially popular with young drinkers and women.

Although initial reports suggest that Coca Cola would not be expanding its alcoholic version in other nations, the reception of the drink in Japan may change the minds of the makers and marketers.