Recently, Coca-Cola China has once again launched a low-grade flavored liquor - [Lemon Road] "Lemon-Dou" Japanese lemon sparkling wine. This is a move to further increase the size of China's low-flavored liquor after coca-cola launched the alcoholic beverage "Topo-Chico" hard soda sparkling wine in China for the first time in June this year.
Coca-Cola China launched [Lemon Road] Japanese lemon sparkling wine, adding Chinese low-flavored wine
Japanese lemon sparkling sake was born in a Japanese-style izakaya around the 1960s. Today, this sparkling wine has become a popular drink in izakaya and is popular with consumers everywhere. As the name suggests, Japanese lemon sparkling wine is usually made by a blend of lemon juice, alcohol, and sparkling water. It is worth mentioning that the lemon juice used is usually made of a complete lemon that does not peel or seed, bringing rich flavor and taste to the drink.
LemonAde was inspired by Izakaya's classic process of making whole lemon wine– grinding every part of a whole lemon, including lemon seeds, pulp, juice and peel, soaking it completely in the wine and incorporating it into sparkling water. The astringency of lemon seeds, the freshness of the flesh, the sweetness of the peel and the acidity of the juice blend with the purity of alcohol and the freshness of sparkling water. A small jar of "lemon path" preserves the flavor of the whole lemon while bringing a rich drinking experience, just like the izakaya freshly made.
【Lemon Path】Inspired by the izakaya whole lemon making process, it retains the flavor of the whole lemon and has a rich layer of taste
At present, [Lemon Road] has launched a total of three flavors in the Chinese mainland, which contain different alcohol content and lemon juice content, and consumers can choose according to their own preferences. The three flavors are: honey lemon flavor (3.4% by alcohol, 10% total lemon juice content), signature lemon flavor (5.6% by alcohol, 15% total lemon juice content) and salt lemon flavor (7.5% by alcohol, 10% total lemon juice content). The series of products has landed on the e-commerce channel in September, and gradually covers retail channels such as hypermarkets, supermarkets and convenience stores across the country.
Coca-Cola's alcoholic beverage LemonAde (known in the Japanese market as "Lemon Grove") was first released in the Kyushu region of Japan in May 2018 and received good market feedback after its listing, and was subsequently promoted to the whole of Japan in 2019. The successful listing of the product in Japan has also aroused the attention and expectations of the global market. This year, Coca-Cola introduced the [Lemon Road] brand into the Chinese and Philippine markets, and will be introduced to more markets around the world. As a product that meets the needs of local consumers, Lemon Road is gradually proving its potential for global scale, which also confirms the effective implementation of Coca-Cola's "innovative and reasonable" product strategy.
【Lemon Road】Landing in multiple markets confirms the effective implementation of Coca-Cola's "Innovative Youdao" product strategy
The launch of Lemon Road is another embodiment of Coca-Cola China's insight into new consumer trends and the capture of growth opportunities.
As young consumers after the 90s and 95s have gradually become an important consumer group of alcoholic beverages, the drinking culture has also changed. According to CBNData's "2020 Young People's Alcohol Consumption Insight Report", the number of post-90s and post-95 consumers and per capita consumption have shown an increasing trend, and they advocate "moderate drinking" and "healthy micro-alcohol", and pursue a "non-social" drinking atmosphere. [(1)] 【Lemon Road】The low alcohol content, the rich taste of whole lime wine and the convenience of ready-to-drink wine provide a fresh choice for young consumers to drink on weekends, accompany meals or screen time at night.
In recent years, the low-grade wine category has continued to develop and has broad prospects. According to the Nomura Oriental International Securities Research Report, the size of China's low-alcohol market is expected to increase to 258.3 billion yuan in 2035, with a compound annual growth rate of 34.4% of total consumption between 2018 and 2035. [(2)] Market research agency Nielsen IQ also pointed out in its "2021 Food Industry Consumption Trend Insights" report that low-alcohol liquor is one of the seven major categories in the rise of new trends in the big food industry. [③]
[(1)] Source: CBNData, 2020 Young People's Alcohol Consumption Insight Report, 2020.09.09
[(2)] Source: Nomura Oriental International Securities, 2021.2.22
[(3)] Source: Nielsen IQ, 2021 Food Industry Consumer Trend Insights, 2021.05.17