- The company is going to start selling an alcopop, or Chu-Hi
- The product is typically between 3% and 8% alcohol by volume and will be sold exclusively in Japan
After 130 years of selling a lot of different beverage types, from water and milk to iced tea and flavored sugar-water, Coca-Cola is branching out from traditional drinks and launching an alcoholic beverage.
According to Fortune, the company is going to start selling an alcopop, or Chu-Hi, exclusively in the Japanese market. The low-alcohol drink, also known as Chuhai, is essentially a watered-down mix of the shochu spirit plus flavoring.
The move was confirmed by Coca-Cola’s Japanese president, Jorge Garduno. The product is typically between 3% and 8% alcohol by volume.
“The Chu-Hi category is found almost exclusively in Japan,” Garduño said.
“Globally, it’s not uncommon for non-alcoholic beverages to be sold in the same system as alcoholic beverages. It makes sense to give this a try in our market. But I don’t think people around the world should expect to see this kind of thing from Coca-Cola.”
This happens in the wake of declining global demand for soft drinks due to health concerns.