• Coca-Cola is set to debut in the alcohol market with lemon chuhai in Japan in October this year.
   
• This is marked to be the company’s first ever hard drink.

The global beverage giant, Coca-Cola has come up with its first ever alcoholic beverage which is expected to be rolled out in October this year nationwide in Japan. The company had been carrying out this experimentation for over a year outside its core beverage offerings.

Reportedly, the company is geared up to launch the alcoholic soft drink under the name 'Lemon-Do'. The drink, flavored with lemon, was initially brought up in May last year in Japan's southernmost island, Kyushu in three different variations ranging from 3% to 7% alcohol. The Lemon-Do is said to be a lemon chuhai which is a mixture of premixed cocktail and shochu liquor.

The company's entry into chuhai is a result of Japan's highly competitive market where its local competitors are constantly coming out with vivid new products and drinks.

Lemon-Do would be the company's first and only product of its kind for a while at least, reports a person familiar with the knowledge of the proceedings. The drink is likely to remain exclusive to Japan, reports claim.

In order to check its popularity, the Coca-Cola company is planning on designing an elaborative advertising campaign to meet the advertising campaigns of its other products.

A Japanese unit of Coca-Cola, in October, will commence shipping the canned alcoholic beverage to the supermarkets and other stores across the nation. This would make it a sole unit to retail an alcoholic product by the beverage giant.

Headquartered in the United States, the Coca-Cola company is an American multinational manufacturer, retailer and marketer of non-alcoholic concentrated drinks and syrups. Fighting its falling soda sales, the company has set its best foot ahead in expanding its lineup into juices, tea, coffees, mocktails and other drinks as well.

Source Credit: https://asia.nikkei.com/Business/Companies/Coca-Cola-Japan-to-take-soda-giant-s-only-alcoholic-drink-nationwide