For the first time in its 125-year history, Coca Cola plans to launch an alcoholic beverage. However, the drinks giant says it has no plans to sell the “Chu-Hi” alcopop in Europe. Instead, the new product will go on sale in the lucrative Japanese market with women being the main target. The move comes as sales of fizzy drinks decline worldwide with young people becoming more health conscious. Coke's Japan president Jorge Garduno described the decision as a "modest experiment for a specific slice

Coca-Cola launching alcoholic drink, but only in Japan

Coca-Cola is the world’s most famous soft drink. Now, the venerable brand is going to introduce an alcoholic drink in Japan later this year, CNN reported.

Coca-Cola wants to cash in on Japan’s growing demand for “chu-hi” -- a canned, flavored drink made with sparkling water and shochu, a Japanese spirit that is distilled from grains, CNN reported.

Chu-hi contains between 3 percent and 8 percent alcohol by volume, the BBC reported.

Coca-Cola spokesman Yohko Okabe said the new drink is a “highly Japan-specific approach given the complexity and richness” of the company’s range of products in Japan.

No other details were released about the plans for the alcoholic drink, but in a recent blog post, Jorge Garduño, president of Coca-Cola Japan said the drink would be “unique” in Coke's history.

"We haven't experimented in the low alcohol category before," Garduño said in the post.

Coca-Cola fans outside Japan should not expect a worldwide release of a stiffer drink.

"I don't think people around the world should expect to see this kind of thing from Coca-Cola," Garduño said.


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