May 29 (Japan Times) - Coca-Cola has chosen Japan to launch its first alcoholic beverage, debuting on Monday a fizzy, lemon-flavored concoction called Lemon-Do that seeks to capitalize on the growing popularity of chūhai drinks.
Although the U.S. firm dabbled in the wine business in the 1970s, this experiment is “unique†in the company’s 125-year history, Coca-Cola Japan President Jorge Garduno said.
Three new Lemon-Do drinks, containing 3, 5 and 7 percent alcohol, are now available in Kyushu.
A 350-milliliter can will set you back ¥150.
“This is a pilot project in the region, which has a sizable market,†said Masaki Iida, a spokesman for Coca-Cola Japan Co. Ltd.
He declined to reveal the exact spirit in the drink, as the recipe is a closely guarded secret.
Coca-Cola product developers got the idea after visiting Japanese-style izakaya pubs, where they discovered that lemon-flavored drinks are very popular, according to the firm’s website.
