In India, it is not usual for big industry names to jump into the pool of alcoholic beverages. To expand their range of beverages, the most they release is variations of iced tea or in the case of Coca-Cola, ready-to-drink tea beverage segment such as “Honest Tea”. In November 2023, the American multinational company signed an MoU (Memorandum of Understanding) with Kolkata-based Luxmi Tea Co Private Ltd’s Makaibari Tea Estate to provide customers with a wider range of beverages. Now Coca-Cola India is once again making headlines as it enters the alcohol market for the first time. According to a report on Mint, Coca-Cola India has started a pilot test of its global alcoholic ready-to-drink beverage, Lemon-Dou, in only a “few states” in India.
Coca-Cola’s alcoholic drink Lemon-Dou is available in Goa and Maharashtra
According to a report by Economic Times, Coca-Cola’s global alcoholic beverage, Lemon-Dou, is initially being pilot tested in Goa and Maharashtra. Describing its ingredients, the company’s website wrote: “Lemon-Dou is made from crushed whole lemons, infused in alcohol, mixed with bubbles – a refreshing, full-bodied chu-hi alcoholic lemon drink.” As of now, the company has priced their alcoholic beverage at ₹150 in Goa and ₹230 in Maharashtra.
A spokesperson for Coca-Cola India told the Economic Times that Lemon-Dou is a “mixture of Shochu, a distilled spirit similar to brandy and vodka, and lime.” Lemon-Dou, Coca-Cola’s first lemon sour brand, was created in 2018 in response to the increasing demands among lemon sour enthusiasts to enjoy the real taste of Lemon Sour not only in bars, but also in the comfort of their homes, as indicated on the official website.
Talking about the development of the product, the company’s spokesperson told the Economic Times, “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 products. Non-alcoholicready-to-drink (NARTD) beverages.”
Apart from India, Coca-Cola’s Lemon-Dou is available in other Asian countries such as Japan, China and the Philippines. India’s largest soft drink company, Coca-Cola is famous for selling soft drinks like Coke, Fanta, Thums Up and Limca, apart from Minute-Maid juice and Maaza. The company has also expanded into mineral drinking water – Kinley and coffee brands – Costa and Georgia.