Coca-Cola will soon be giving Japanese consumers a new kind of buzz
In a departure from its traditional soda business, Coke (KO) plans to launch an alcoholic drink in Japan this year. It's trying to get in on the growing market for "chu-hi" -- canned, flavored drinks typically made with sparkling water and shochu, a Japanese spirit distilled from grains.
The new drink is a "highly Japan-specific approach given the complexity and richness" of Coke's range of products in the country, Coke spokesperson Yohko Okabe told CNN on Wednesday.
The company declined to give further details on the plans, but in a recent blog post, the president of Coca-Cola Japan said the drink would be "unique" in Coke's history.
The country is one of the company's most competitive and fast changing markets. It says it launches about 100 new products there every yea
"I don't think people around the world should expect to see this kind of thing from Coca-Cola," Garduño said of the planned "chu-hi" drink.
"Never say never," he said.
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