NEWS
COCA COLA LAUNCHED FIRST HARD SELTZER TOPO CHICO IN CHINA
By Tony Zhu
9-6-2021
Source: Handout
The Coca-Cola Company has launched its first hard setlzer in China, Topo Chico. The launch represents the Coca-Cola Company's breakthrough attempt to enter the Chinese alcoholic beverage market.
Topo Chico Hard Seltzer is made with a gluten-free alcohol base and fused with sparkling water, featuring low-alcohol (4.7 percent ABV), low sugar, zero fat, and natural fruity flavours.
The product is currently available in three flavours: Tangy Lemon Lime, Strawberry Guava, and Pineapple Twist, and can be purchased on Coca-Cola's Tmall flagship store from 1 June, as well as various e-commerce and retail channels soon later.
Topo Chico Hard Seltzer is inspired by the Mexican 1895-born Topo Chico sparkling mineral water brand, which was acquired by the Coca-Cola company back in 2017. Topo Chico sparkling water has long been popular with mixologists around the world, and continues to grow in popularity with more and more consumers.
Topo Chico Hard Seltzer was first introduced in Latin America and Europe before entering the Chinese market. With the modern combination of low sugar and zero fat consumption trend and Topo Chico's wild brand tonality, the Coca-Cola Company said it aims to bring an extraordinary cool drinking experience to Chinese consumers.
As one of the sub-categories of low-alcohol beverages, hard seltzer is still in an emerging stage in China, with great potential for market expansion.
As an entry-level alcoholic beverage, its low-sugar, zero-fat, and low-alcohol content elements cater to the younger generation's pursuit of a "lighter" lifestyle, and are attracting more and more consumers.
Low and no alcohol drinks are gaining popularity in China. According to the "Market Prospects and Status Quo Analysis of Low-alcohol Drink Industry 2020" issued by Academia Sinica, over the past two years, the growth rate of consumption amount in China's low-alcohol wine market increased by more than 50 percent, and during last year's 618 promotion, saw a sales growth exceed 80 percent.
Meanwhile, the market size of China's domestic fruit wine industry in 2019 was approximately RMB231.5 billion (USD36.28 billion).
(the writer can be contacted at: info@thewinechronicle.com)
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