Not yet for me, thanks. I’ll continue to mix my own cocktails – on the rare occasions I partake of cocktails. But in Japan, where they sell Alcoholic Drinks from vending machines, Coca Cola is preparing to test market a boozy beverage leveraging a traditional Japanese production method…
During an interview with Jorge Garduño, President of Coca-Cola’s Japan business unit, plans were revealed about Coke’s initiative to market an alcoholic beverage in Japan, prepared in the traditional Japanese Chu-Hi style. That’s a low-alcohol mix of a distilled beverage called Shōchū plus Sparkling Water and some flavour or another.
Sounds interesting, and I’d be game to try it. But the inquisitive may have to go to Japan to do so.
Garduño told the interviewer, “It makes sense to give this a try in our market. 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.”
The Chu-Hi product would be Coke’s first foray into the lucrative alcohol market. And who’s to say that similar low-alcohol products, tailored to the cultural preferences of other markets, might not be developed in the future if Chu-Hi takes off in Japan?
I have some reservations…
There’s just something wrong, in my estimation, about selling alcoholic beverages to the public in Soda-like cans with the Coke name on them – if that’s what Coke Japan has in mind. They won’t be marketed or sold to kids (I presume) but, unless folks put locks on their fridges and pantries, kids are bound to get into them. And I have a feeling kids would enjoy ‘Coke with a kick’.
I have no quarrel with cultures that introduce kids to booze early, via watered Wine, for instance, That’s their business. But what Coke Chu-Hi represents and portends is something more than that. Being low-alcohol, some folks might consider them harmless. Being Fruit- or Soda-flavoured, kids will find them inviting. And the resemblance to Soda may lull some adults into thinking these beverages are ‘mostly harmless’. But ‘low alcohol’ in Chu-Hi parlance means 5% to 9% alcohol, fitting in snugly between the alcohol ranges for traditional Wine and Beer. And that’s a significant amount of alcohol.
We already have Coolers, Hard Cider and Spritzers. Do we really need Chu-Hi Coke, too?
No. I don’t think North American is ready for the mass marketing of Chu-Hi products.
~ Maggie J.