Business

Coca-Cola launches first alcoholic beverage

As Coca-Cola expands to include new domestic markets in response to soda’s waning cultural popularity, the brand is also broadening its approach internationally.

One of its most notable recent product launches marks the company’s first foray into alcoholic beverages and is expected to be available in Japan following the ongoing development process.

The product is expected to be a variation of a popular beverage called Chu-Hi, which is carbonated water infused with shochu alcohol and flavoring, according to the U.K. Telegraph.

Coca-Cola Japan President Jorge Garduno heralded the new line as “an example of how we continue to explore opportunities outside our core areas.”

While the beverage is not expected to be available outside of the “unique and special” Japanese market, he said it signals “a modest experiment for a specific slice” of its global customer base.

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