NEWS
COCA-COLA ENTERS INDIA'S ALCOHOLIC DRINKS MARKET WITH A JAPANESE SHOCHU COCKTAIL
By Susan Lewis
10-1-2024
Source: Coca-Cola India
Global soft drinks giant Coca-Cola is making an entry into the alcoholic beverage market in India by introducing Lemon-Dou, a Japanese Chuhai which is a shochu cocktail.
Lemon-Dou, which originates in Japan and is a cocktail with shochu and lime juice, is currently undergoing pilot testing in select regions in India including Goa and parts of Maharashtra.
The pricing for the test launch in India is set at INR230 (USD2.8) for a 250ml can.
This initiative is part of Coca-Cola's broader strategy to diversify its product portfolio, traditionally known for non-alcoholic beverages.
This move into alcoholic beverage sector aligns with Coca-Cola's global vision of becoming a "total beverages company," catering to a wide range of consumer preferences.
Lemon-Dou was first introduced in Japan in 2018 and is also available in other countries such as China and the Philippines.
Coca-Cola's approach to entering the Indian alcoholic beverage market is cautious, recognising the complexities of alcohol distribution and manufacturing in India, a sector known for its heavy regulation and taxation, with state-specific pricing controls.
The company's global strategy in the alcoholic beverage domain is not limited to Lemon-Dou. It includes a collaboration with Pernod Ricard for launching “Absolut & Sprite,” a pre-mixed cocktail, in 2024 in various countries.
Additionally, Coca-Cola has been exploring different products in the alcohol market, including seltzers and other pre-mixed cocktails, in various global markets.
The alcoholic beverage market in India is rapidly growing, with a valuation of USD52.4 billion in 2021, about 2 percent of the country's GDP.
This market is projected to expand to USD64b in the next five years and reach approximately USD111b by 2033.
(the writer can be contacted at: info@thewinechronicle.com)
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