Linked: Product Diversification – Shochu and coke

Source: Shochu and coke

For the first time in its 125-year history, drinks giant Coca Cola is introducing an alcopop-style product.

Described as a ‘modest experiment for a specific slice of our market’, Coca Cola is trialling its first ever alcoholic drink in Japan only, inspired by the country’s growing demand for Chu-Hi, sparkling canned drinks mixed with local spirit shochu.

Typically between 3-8%, the drink is already being produced by beverage giants Kirin, Suntory and Asahi in a range of flavours, with grapefruit and lemon among the most popular.

Jorge Garduno, Coca-Cola’s Japan president, explained: ‘We haven’t experimented in the low alcohol category before, but it’s an example of how we continue to explore opportunities outside our core areas.’

Although the drink is unlikely to reach Western markets, it shows a continuing diversification of Coca Cola’s offering, as younger consumers have become more health conscious, the brand has been buying water and tea brands.

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Sonali Shome

Born > Sell > Die That's life! And now that you are born and not too keen to reach the end...let's talk about selling :D I am Sonali Shome, a marketing enthusiast who feels that the art of marketing and selling extends way beyond your professional 9-5 routine. It is a constant learning process and you gotta watch out for what's new. I hold an MBA in marketing and have 5 years of professional experience in marketing, corporate communications, sales and business development strategy across multiple industry sectors in Asia & Middle East markets. Currently in Doha, Qatar, I continue to explore and learn new lessons in marketing and this blog is a chronicle of sorts to share what I learn. Hope you like it!

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