Coca-Cola’s Move to Juice Up Sales in Japan: Add a Splash of Booze
- 6 years ago
Coca-Cola’s Move to Juice Up Sales in Japan: Add a Splash of Booze
“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.”
The term chu-hi is an Japanese amalgamation of the words “highball,” a mixed drink, and “Shochu,” a spirit
that can be distilled from rice barley, sweet potatoes and other ingredients.
Jorge Garduño, who has led the company’s Japanese division since July, said in an interview on the Coca-Cola website
that the chu-hi gambit was “a modest experiment for a specific slice of our market.”
Coca-Cola said it had no additional details about the drink, and no plans to offer it in other markets.
By TIFFANY HSU and HISAKO UENOMARCH 7, 2018
In its 132-year history, Coca-Cola has produced a panoply of drinks alongside its signature soda, including bottled water, juices, sports beverages
and an Indian refreshment described as “spicy,” “mature” and “masculine.”
This year, the company is mixing in booze.
In Japan, a fiercely competitive market where Coca-Cola says it introduces 100 new products
each year, the company plans to test a flavored, bubbly drink spiked with alcohol.
“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.”
The term chu-hi is an Japanese amalgamation of the words “highball,” a mixed drink, and “Shochu,” a spirit
that can be distilled from rice barley, sweet potatoes and other ingredients.
Jorge Garduño, who has led the company’s Japanese division since July, said in an interview on the Coca-Cola website
that the chu-hi gambit was “a modest experiment for a specific slice of our market.”
Coca-Cola said it had no additional details about the drink, and no plans to offer it in other markets.
By TIFFANY HSU and HISAKO UENOMARCH 7, 2018
In its 132-year history, Coca-Cola has produced a panoply of drinks alongside its signature soda, including bottled water, juices, sports beverages
and an Indian refreshment described as “spicy,” “mature” and “masculine.”
This year, the company is mixing in booze.
In Japan, a fiercely competitive market where Coca-Cola says it introduces 100 new products
each year, the company plans to test a flavored, bubbly drink spiked with alcohol.