Coca-Cola Seeing ‘Encouraging Results’ From Alcoholic Beverages Launches

Photo: Constellation Brands

In its recent third-quarter results statement, Coca-Cola said that following its initial foray into the ready-to-drink alcoholic beverages market with Lemon-Dou, launched in 2018 in Japan, it has ‘continued its test-and-learn approach with disciplined experiments around alcohol occasions globally’.

The group unveiled Fresca Mixed in September, following the signing of a brand authorisation agreement between Coca-Cola and Constellation Brands. It comes in two varieties, Vodka Spritz and Tequila Paloma, mixed with the traditional grapefruit flavour of the Fresca brand.

At the time of its launch, Coca-Cola said in a statement, ‘With the Constellation Brands teams’ consumer-first approach and distilled beverage expertise, coupled with the delicious and classic grapefruit Fresca recipe created by The Coca-Cola Company, we believe people are going to be curious and excited to try the new Fresca Mixed canned cocktails as it hits shelves.

Simply Spiked Lemonade hit the market in January of this year, following on from the success of Topo Chico Hard Seltzer, a further partnership between Coca-Cola and Molson Coors.

Commenting on the performance of both Simply Spiked Lemonade and Fresca Mixed to date, Coca-Cola said, ‘These initiatives support the company’s disciplined approach on its journey to become a total beverage company with beverage options for all occasions and need states.’

ESM