Coca-Cola will introduce the first alcoholic drink in the company’s 125-year history, tapping into a growing trend in Japan for mildly intoxicating drink mixes.
But if you were thinking rum and Coke, you would be wrong.
Instead, the new brand will compete in a category known as Chu-Hi, a canned drink, the main ingredient of which is a vodka-like distillation of rice, barley and potatoes known as shōchū. Chu-Hi also typically includes sparkling water and flavoring.
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