Coca-Cola, known for their soft drinks, recently announced that they will start selling alcoholic beverages in India. Their first product is the Lemon Dou, which the brand initially launched in japan and the company sells globally in select countries.
What is Lemon-Dou?
Lemon Dou is a ready- to-serve alcoholic beverage that Coca-Cola sells globally. It was first introduced in Japan where it is also known as Chūhai, and is a mix of Japanese shochu, a distilled liquor which is similar to brandy and wine in lime. According to the brand’s website , Lemon-Dou is made from crushed whole lemons, infused in alcohol, mixed with bubbles – a refreshing, full-bodied chu-hi alcoholic lemon drink.
In October, Coca Cola announced its partnership with Pernod Ricard announced a global collaboration to introduce Absolut vodka and Sprite as a ready-to-drink pre-mixed cocktail.The product is expected to hit the market in 2024 in the UK, Netherlands, Spain, and Germany.
The marketing department of Coca-Cola feels ready to expand into the alcohol market in India but recognizes that distribution of liquor on large scale is a complex operation. It is also pertinent to mention that The preparation and distribution of these beverages is done separately in dedicated and independent facilities in India, which are different from the facilities that prepare and distribute its non-alcoholic, ready-to-drink beverages.
The company is currently pilot testing the drink in Maharashtra and Goa and is priced at 230/- for a 250 ml can.
It is important to note that the consumption of alcohol is not encouraged and is harmful to one’s health.