Coca-Cola is launching Lemon-Dou as a part of their global strategy to explore emerging opportunities into the alcoholic beverage market in India.
The company is conducting pilot tests for low-alcoholic and ready-to-drink (RTD) beverages, such as Lemon-Dou, for their Indian audience.
It has established dedicated facilities in India specifically for the preparation and distribution of alcoholic RTD beverages, distinct from those for non-alcoholic RTD beverages.
As a part of test launch, Lemon-Dou, is priced at ₹230 for a can in multiple states, indicating a rapid market entry strategy.
Lemon-Duo was initially launched in Japan in 2018.
The move into alcoholic beverages aligns with the firms' strategy to grow its total addressable market, including new categories.
Coca-Cola categorizes alcoholic beverages into three segments, including hard seltzers, hard alternatives like Lemon-Dou, and pre-mixed cocktails.
In October 2023, Coca-Cola introduced Jack Daniel’s alcohol in the US, marking another move into the alco-bev sector.
India is known to be Coca-Cola's fifth-largest market globally, where the firm has perceived double-digit volume in the past months.
The brand aims to establish the alcoholic beverage market with great future expansion, highlighting the importance precise quality.