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Coca-Cola breaks with a 125-year tradition

by Zeke

00:04
The world’s largest beverage maker, The Coca-Cola Company, is planning to break with a tradition that they have kept through-out their 125-year history by producing an alcoholic, alcopop-style drink for the very first time and selling the product in Japan’s growing market for Chu-Hi alcopops.

00:25
Japan has seen a rapid rise in popularity of Chu-Hi alcopops, which is an abbreviation for shochu highball. And Coca-Cola want to cash in on the growing trend.

00:36
These canned sparkling flavoured refreshments, are given a kick with a local spirit called shochu, which typically brings the alcohol content of the drinks to anything between 3%-8%.

00:49
A spokesperson for the Japan arm of the company described the move as being “unique in our history”, and that it was a "modest experiment for a specific slice of our market".

00:59
The US Company is hoping that the move will propel them into the competitive alcopop market dominated by Japanese brands such as Strong Zero, Highball Lemon and Slat.

01:10
However, the company has yet to announce whether the new creation will taste like Coke or be more similar to the local flavours.


 

#Key Words

highball – an alcoholic drink made with whisky, a mixer (= a drink without alcohol), and ice, served in a tall glass
spirit – a strong alcoholic drink
abbreviation – a short form of a word or phrase

 

導讀人:Zeke
英籍華人,大學及研究所分別主修攝影與電影,興趣多元涵蓋商業領域至運動健身,具有多年齡層教學經驗 。

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