For the past 125 years, when we hear Coca-Cola, the first thing that comes to mind is, soft drink, non-alcoholic beverage everyone in the family enjoys. Well, all these are soon going to be in the past, as the world's largest beverage maker is set to dabble into alcohol production.
The company announced that it would introduce it's first production in the Japanese market to test how well it will be tolerated by consumers.
As stated by one of the senior executives of the company, the move is ''unique in our history'' and would catapult the Coca-Cola brand into a highly competitive Japanese market where brands such as Strong Zero, Highball Lemon and Slat are currently taking the lead.
In Japan, there is a high demand for ''Chu-Hi'', a distilled, sparkling, alcoholic beverage, made from shochu.
The Coca-Cola company is taking advantage of it's wide acceptability to experiment their alcoholic beverage in the already booming Japanese market.
It should be recalled that in the 1970's the company temporarily experimented with wines in the United States.
Speaking last month at an industry conference, the Coca-Cola company chief executive, James Quincey, mentioned that the company had launched not less than 500 new products last year, making innovations in flavours and ingredients.
But it was however not mentioned what countries aside Japan the alcoholic beverage would be available in it's market.
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