The drink, Chu-Hi, is a canned product that includes alcohol and is made with a distilled beverage called shōchū and sparkling water, plus flavouring.
The company said it hadn’t experimented in the low-alcohol category before, but this was an example of how it wanted to continue to explore opportunities outside its core areas.
Meanwhile, the soft drinks company announced it was launching three new drinks in the UK, backed by a multimillion-pound marketing campaign, in a bid to become what it calls a “total beverage company”.
The three new products set to launch in the UK would focus on areas on consumer interest, including health and wellbeing.
Although the drinks will not be available in the on-trade yet, and will be launched into the off-trade, The Morning Advertiser understands some of the new products and other launches could be targeted at pubs.
Growing and adding
Coca-Cola European Partners (CCEP) vice-president and general manager Leendert den Hollander said: “In 2018, we are bringing three new brands to the UK market and that is the way we want to go with our business – to grow our core and add more.”
Other products in the portfolio will be updated or have new flavours added to them, including Diet Coke, which has been redesigned; Coca-Cola Zero Sugar, which will see new flavours launched; and Sprite, which will be reformulated and see a new flavour launched,