Coca-Cola to Launch Alcoholic Drink in Japan

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  • 07 Mar 2018 12:00 AM
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Coca-Cola to Launch Alcoholic Drink in Japan

Coca-Cola is planning a break with 125 years to experiment with its first alcoholic drink as the world’s largest soft drinks company eyes Japan’s growing market for “Chu-Hi” alcopops. This move, positioned by a senior Coke executive as “unique in our history”, will propel the US company into a competitive alcopop market dominated by Japanese brands such as Strong Zero, Highball Lemon and Slat. The move into alcohol comes as Coca-Cola, like other large food groups, has faced shrinking sales in its core business – fizzy drinks. President of the Japanese business unit, Jorge Garduño, has said that this is an experiment for a specific aspect of their market and that he did not think people around the world should expect to see similar moves on a global scale.

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