Jorge Garduño, president of Coca-Cola's Japan business unit, said the company is experimenting with a low-alcohol canned beverage. Coca-Cola has always focused entirely on non-alcoholic beverages, and this is a "modest experiment for a specific slice of our market," he explained on Coca-Cola's website.
“We’re also going to experiment with a product in a category known in Japan as Chu-Hi. This is a canned drink that includes alcohol; traditionally, it is made with a distilled beverage called shōchū and sparkling water, plus some flavoring. 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,” he said.