Tom Carroll's Strategy of the Week:
June 6, 2018
Smirnoff. Jack Daniels. Coca-Cola??? Well, maybe. Coca-Cola has launched its first three alcohol drinks, calling them lemon flavored "alcopops," with alcohol content ranging from 3% to 8%. This could be big, very big, if Coke puts its brand and marketing juggernaut behind alcopops. Right now, the drinks are being rolled out only in Japan, but the world is waiting. This is the first alcoholic drink in the 125-year history of Coca-Cola. Alcopops boomed in Europe and the UK with Smirnoff Ice and Bacardi Breezer, so Coke has been watching. These drinks are controversial because they are like alcoholic soft drinks and attract young people. But Coke's move is a toe in the water, to see if a gigantic new market might open up.
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