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Coke's Japanese Liquor Push Gets Lost In Translation: Gadfly

Published on Mar 10 2018 8:00 AM in A-Brands tagged: Trending Posts / Coca-Cola / Japan / Chu-Hi

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.

"I don't think people around the world should expect to see this kind of thing from Coca-Cola," Jorge Garduño, president of Coke's Japanese business, said in a blog post announcing the product. But if not, why not?

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