Thursday, 7 June 2018

Coca-Cola has launched its first alcoholic drink

Coca-Cola is the most iconic non-alcoholic beverages brand, which included refreshing cola, energy drink and tea, etc. It stayed away from alcoholic for 132 years, and it broken the tradition on 28 May. The company’s first alcoholic drink is Lemon Do, a lemon-flavoured Chu-Hi drink released in Kyushu Japan.

Chu-Hi is a local drink which contains 3% to 8% alcohol. Chu-Hi contains vodka or shochu with carbonated water that flavoured, such as lemon, grape, strawberry, kiwi and white peach. After visiting Japanese-style “izakaya” pubs, Coca Cola’s product developers found out the lemon-flavoured drinks are popular among the country. Lemon Do has three type of alcohol content, 3%, 5% and 7%, which target young female segment.

Japan is one of the most competitive beverage markets, where many companies such as Suntory, Kirin, Asahi. Also, Chu-Hi have increased in popularity in the local market. “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 Garduño, president of Coca-Cola’s Japan business. 

“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.” Garduño said. However, customers outside Japan can’t have Lemon Do in coming future. Coca-Cola confirmed there are no plans to launch in other countries. “But I don’t think people around the world should expect to see this kind of thing from Coca-Cola. 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.” So Lemon Do might be your new excuse to travel. 

Advertisement for Lemon Do (photo source: Lemon Do Twitter ) 

Original article: ‘Coca-Cola Has Released Its First Alcoholic Beverage and It’s Called Lemon-Do’, posted by Ad Week, 30 May, 2018

Coca-Cola launches first-ever alcoholic drink in Japan’, posted by Fox News, 29 May, 2018

Written by Peggy Lau 
Current student in the Master of Marketing program at the University of Sydney Business School.