Coca-Cola Goes Alcoholic In Japan

While some brewers might also offer non-alcoholic drinks, it’s less common for soda makers to delve into alcohol. And now Coca-Cola is launching its first alcoholic drink ever.

Here’s the deal…

Clearly influenced by the success that many Asian brewing companies including Kirin, Suntory and Asahi are having with alcopops, buzzy beverages containing a local spirit, typically shōchū, with sparkling water and a range of fruit flavors, Coca-Cola is getting into the alcohol biz.

Primarily aimed at younger drinkers, especially women, these boozy hybrids have become hugely popular in the Asian country, with some drinks analysts blaming them for decline of beer consumption in Japan.

The first alcoholic beverage in their 130-year history, the new product is called a Chu-Hi in Japan, a category which remains almost entirely exclusive to the island country.

Coca-Cola first confirmed the plans for their new Chu-Hi in an interview with Jorge Garduño, Coca-Cola’s Japan president that was published on its website in March…

And the Drinks Business is reporting that “Coca-Cola’s new alcoholic drink was likely to stay within Japan rather than be rolled out globally, due to what he called the “unique and special” qualities of the Japanese market.”

But while this is Coca-Cola’s first foray into alcohol it’s not their first drink to deliver a buzz.

From 1886 – 1929, Coke was produced with varying amounts of cocaine in it and even marketed as an energizer… and it remains the roots of the popular drink’s name today.