After 125 teetotal years, Coca-Cola has decided to take the plunge and dabble with alcohol.
The world’s biggest soft drinks company has chosen Japan to test its tolerance to the hard stuff by joining the growing Japanese market for “Chu-Hi” alcopops.
The gambit, which one senior Coke executive described as “unique in our history”, will propel the US company into a competitive arena dominated by Japanese brands such as Strong Zero, Highball Lemon and Slat.
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