Tokyo: Coca-Cola is all set to break its own record of serving only non-alcoholic drinks for 13 years,
and soon to launch a drink in Japan that will contain a percentage of alcohol. Japan is a unique place where food choices are different from rest of the world.
Considering a large demand for a drink “Chu-Hi” – canned sparkling flavoured drinks laced with shochu, a spirit made from rice, potatoes or barley; the soft drinks company has opted for the move. The drink is especially popular amongst women, and serves as an alternative to beer, having an alcohol content ranging between 3% and 8%.
“We’re trying to push the boundaries to serve consumers in new ways…We’re also going to experiment with a product in a category known in Japan as Chu-Hi. This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shōchū and sparkling water, plus some flavouring,” Jorge Garduño, president of Coca-Cola’s Japan business unit said as per HT.
Garduño also said that it was unlikely the new drink would be available in other parts of the world. “I don’t think people around the world should expect to see this kind of thing from Coca-Cola. 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,” he said.