Coca-Cola launched its first alcoholic drink 'Lemon-Do' in Japan – a fizzy, lemon-flavoured alcopop that seeks to capitalise on the growing popularity of ‘chu-hi’ alcopops enjoyed especially by young women. In a global first for the US drinks giant, three fizzy lemon drinks went on sale on Monday and will be available in the southern Kyushu region of Japan. Described by Coca-Cola as ‘unique’ in the company’s 125-year history, the three drinks range from three to eight percent alcohol.

Masaki Lida, spokesman for Coca-Cola’s Japanese unit said, “This is a pilot project in the region which has a sizable market.” In keeping with the company’s tradition, he declined to reveal the exact spirit in the drink, as the recipe is a closely guarded secret. The drinks are modelled on the country’s popular ‘chu-hi’ drinks, usually a mix of local spirit and a range of fruit flavours. Coca-Cola product developers got the idea after visiting Japanese-style ‘izakaya’ pubs where they discovered that lemon-flavoured drinks are very popular, according to the firm’s website.

The popular ‘Chu-hi’ drinks which contain vodka or a distilled, grain-based spirit called ‘shochu’ – come in a range of flavours such as grape, strawberry, kiwi and white beach. Coca-Cola is wading into an already competitive market, where major Japanese companies such Suntory, Kirin and Asahi dominate the shelves. The firm’s president also said that there are no plans to bring new drink range to markets outside Japan.

The push is seen as a part of a broader campaign to diversify beyond sodas as health concerns see consumers in the US and other developed markets weaning themselves off sweet drinks and diet colas. A 350-millitre can will set you back 150 Yen i.e. approximately close to two dollars. (With agency inputs)

(The above story first appeared on LatestLY on May 29, 2018 10:52 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).