According to a report by the The Financial Times, the Coca-Cola Company is launching a Chu-Hi infused beverage in Japan. Chu-Hi is a canned, sparkling drink infused with a local alcoholic beverage called shochu, which is made from distilled barley, rice, sweet potatoes, and other ingredients.
In an interview posted to Coke's website, Jorge Garduño, the president of Coca-Cola Japan, said:
"We haven't experimented in the low alcohol category before, but it's an example of how we continue to explore opportunities outside our core areas."
Coke is betting big on the popularity of Chu-Hi, which comes in fruity flavors, similar to its refurbished line of Diet Coke. But it'll likely have to jockey for visibility among the bevy of Chu-Hi peddlers already thriving in the country.