Coca-Cola, the soft drink giant, has launched its first range of alcoholic drinks in Japan in an attempt to break into new markets and consumers.
The drink a lemon flavored alcopop, went on sale on Monday.
Coca- Cola is targeting a growing market of young drinkers, especially women with the new product.
This is a global first for the company in its 125 year history and the three fizzy drinks contain alcohol range of between three to eight percent.
The drinks are modeled after the popular Chu-Hi dinks in Japan, a mix of a range of fruits with alcohol. Chu-Hi has been marketed as a beer alternative and is popular with female drinkers.
The sector is dominated by local firms like Asahi, Suntory and Kirin and the most popular flavors for canned Chu-Hi drinks are strong citrus ones such as grapefruit or lemon.
The recipe for the Coca-Cola drinks are closely guarded in keeping with the company’s tradition, however the company has restated that it has no plans to roll out the new drinks to markets outside of Japan.
In UK in the 1990s alcopop drinks were very popular with brands such as Smirnoff Ice and Bacardi Breezer booming in sales. However, they were also controversial as critics raised concerns that they encouraging young people to consume more alcohol because of their soft drink like nature and sweet taste.