A fizzy lemon-flavored alcoholic drink that went on sale in Japan on Monday marked Coca-Cola Co.’s KO 0.19% first fling at selling alcohol in its 132-year history.
At a sampling event in Fukuoka on Saturday, hundreds of people lined up for a taste, including some who didn’t expect to find the U.S. company experimenting with Japanese-style booze.
Hiroshi Tsukano, 59 years old, a financial planner, thought one of Coca-Cola’s competitors was relaunching an old favorite. “I’m a bit surprised that this is a Coca-Cola brand,” he said. “It’s nice, but I would add a splash of grapefruit or more lemon to it.”
Canned drinks known as chuhai have long been popular in Japan. They are often made with a distilled grain-based alcohol called shochu and carbonated water flavored with fruit juice or other flavorings.
Coca-Cola, a big competitor in nonalcoholic drinks in Japan, is entering the fray with a lemon-flavored version of chuhai called Lemon-Do. It will be available with 3%, 5% and 7% alcohol, including a salty-lemon version and another that is flavored with honey and lemon. The drink doesn’t include any Coke.
The company enters a highly segmented and competitive market, where others such as Suntory Holdings Ltd., Kirin Holdings Co. andAsahi Group Holdings Ltd. dominate supermarket and convenience-store shelves. Coca-Cola launched the foray on the southern island of Kyushu; its plans for the rest of Japan or other countries aren’t set yet.
“We’ve started to experiment because, in the end, we are trying to follow the consumer. And, in the case of Japan, this is a relatively well-developed segment of low alcohol,” Coca-Cola Chief Executive James Quincey said at a shareholder meeting on April 26. He observed that rival companies already make both alcoholic and nonalcoholic beverages
At a sampling event in Fukuoka on Saturday, hundreds of people lined up for a taste, including some who didn’t expect to find the U.S. company experimenting with Japanese-style booze.
Hiroshi Tsukano, 59 years old, a financial planner, thought one of Coca-Cola’s competitors was relaunching an old favorite. “I’m a bit surprised that this is a Coca-Cola brand,” he said. “It’s nice, but I would add a splash of grapefruit or more lemon to it.”
Canned drinks known as chuhai have long been popular in Japan. They are often made with a distilled grain-based alcohol called shochu and carbonated water flavored with fruit juice or other flavorings.
Coca-Cola, a big competitor in nonalcoholic drinks in Japan, is entering the fray with a lemon-flavored version of chuhai called Lemon-Do. It will be available with 3%, 5% and 7% alcohol, including a salty-lemon version and another that is flavored with honey and lemon. The drink doesn’t include any Coke.
The company enters a highly segmented and competitive market, where others such as Suntory Holdings Ltd., Kirin Holdings Co. andAsahi Group Holdings Ltd. dominate supermarket and convenience-store shelves. Coca-Cola launched the foray on the southern island of Kyushu; its plans for the rest of Japan or other countries aren’t set yet.
“We’ve started to experiment because, in the end, we are trying to follow the consumer. And, in the case of Japan, this is a relatively well-developed segment of low alcohol,” Coca-Cola Chief Executive James Quincey said at a shareholder meeting on April 26. He observed that rival companies already make both alcoholic and nonalcoholic beverages



























