Coca-Cola Taps into Hot Soft Drink Trend
After years of research, American soft-drink giant Coca-Cola has created the world’s first heated fizzy beverage: a hot ginger ale. Launched for its brand Canada Dry, the tinned ginger, apple and cinnamon-flavoured drink will be dispensed from pre-heated vending machines in Japan from October 21 for Y120 (76p).
Hot tinned beverages are nothing new – self-heating drinks including tea, coffee and soup are big business in Japan during the colder months, available from almost every convenience store and vending machine. However, this is the first time a company has managed to retain carbonation in a hot drink: the bubbles are usually lost once the drink is heated up.
This innovation creates an exciting new sector in the competitive Japanese soft-drinks market – and it’s predicted to explode. Hot on the heels of Coca-Cola is Japanese drinks company Kirin Beverage Co., which is set to launch a hot version of its popular fizzy fruity drink Kirin No Awa in November. Targeting women in their 20s and 30s, the drink will cost Y130 (82p) and is indicative of the anticipated popularity of this emerging beverage bracket.
In the UK, British drink company Fruitbroo has also created a hot drink cordial made from fruit juice that is aimed at the adult market. For more on transforming existing products by presenting them in new formats, see our coverage of UK tradeshow IFE 2013.