Coke's Japanese Liquor Push Gets Lost In Translation: Gadfly
If you're turning into a sin stock anyway, you might as well go the whole hog.
That seems to be the view of Coca-Cola, which is planning to launch a canned alcoholic drink in Japan - an unusual move for a company that's traditionally focused almost entirely on soft drinks.
The move may be a one-off. Japan's beverage market is notoriously, dizzingly innovative, with about 10 new ready-to-drink products introduced every week, so it can be regarded as a sandpit for businesses to try out new ideas.
Try European Supermarket Magazine PREMIUM – 30 Day FREE Trial.
A trial subscription gives unrestricted access to all premium site content, app content, weekly email content and European Supermarket Magazine digital edition for a full 30 days. Try it now!