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.
CNN Money notes that Japan has provided the fast-paced marketplace Coke needs to experiment with new innovations that could potentially become its bread and butter; the company launches about 100 new products in the country every year. A company spokesperson declined to confirm to The Wall Street Journal whether Coca-Cola has any ambition to sell alcoholic drinks outside of Japan.