Do you love your Lemon Chu-hai just as much as you love your Coca-Cola? Well, now Coca-Cola has launched the Lemon-Do. So, all your dreams of flavoured drinks, laced with alcohol and branded under the Coca-Cola label, are all but a trip to Japan away. A trip to Japan’s larger south-western island of Kyushu to be exact.
The Lemon-Do’s aim is to capture some of the already saturated markets of sweeter, sometimes labelled ‘healthier’ alternatives. This, via the promise of 0 calories and no sugar, the Lemon-do also presents consumers with another option. Coca-Cola is offering a selection of 3, 5 and 7% alcoholic strength beverages. Plus, they are priced in line with the competition, below 200 yen.
It is based on the Japanese izakaya favourites like Lemon Sour (レモンサワー) style drinks. These are usually a combination of Shochu and lemon juice. The product developers figured it could prove a hit if it was made available to the general public too.
The trend of the younger generation suggests they are moving to. Generally, this group are perhaps more health conscious and looking for other choices to replace the default go-to option of beer and wine. Especially, it is popular with younger females.
The Lemon-Do’s push into the alcoholic market is the company trying to diversify beyond sodas and their diet substitutes. However, it will remain sold purely in the island of Kyushu only, for the time being.
Source: Coca-Cola of Japan’s website