Coca-Cola first alcoholic drink from the beverage giant is going to hit the industry and its the first time from the company to anticipate such beverage. The drinks company will experiment with a canned beverage named – Chu-Hi. It’s distilled Japanese drink Shochu with water sparkle and flavor.
Japan’s Ritual Led to Coca-Cola First Alcoholic Drink
“This is unique in our history. Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a modest experiment for a specific slice of our market,” said Jorge Garduno, president of Coca-Cola’s Japan business unit, in a post on the company’s website.
Japan, indeed, a hugely competitive market with the company launching about 100 products every year. “Experimentation is almost like a day-to-day ritual here. You can’t fall behind the rapid product cycle in Japan,” he said.
The sodas produced by the company made sales of 25% by volume in Japan in 2016. Meanwhile, tea made up to 27% in Japan in a year.
Coca-Cola also operates Georgia Coffee in Japan and claims it’s the highest-grossing drink in the world making more than $1 billion annual sales. The country, in fact, has a certification of Food for Specified Health Uses (FOSHU) government.
Consuming the drinks at particular times in Japan is a ritual in Japan than other countries. For example, people may drink sushi along with green tea but opt for fattier Chinese food with oolong tea.
Because of these rituals in Japan especially when considering drinking, Chu-Hi, Coca-Cola first alcoholic drink will also hit other country markets. “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”.