Coca-Cola India Testing Lemon-Dou RTD to Enter Indian Alcoholic Beverage Market

Coca-Cola India is aiming to enter the alcoholic beverage market in the country, so it is currently testing Lemon-Dou ready-to-drink in the country. Through this RTD product, the Indian unit of the beverage giant will start selling alcoholic drinks on its turf.

As per The Hindu Business Line, Coca-Cola India's move to enter the alcoholic beverage segment in the region is part of its global business strategy of tapping into emerging markets and opportunities. The company already launched pilot testing for the Lemon-Dou RTD drink.

"Coca-Cola is pilot testing select brands like Lemon-Dou from its global portfolio of low-alcoholic, ready-to-drink beverages in a few States in India," the drink manufacturing company said in a statement. "The preparation and distribution of these beverages are done separately in dedicated and independent facilities in India which are different from the facilities that prepare and distribute its non-alcoholic ready-to-drink (NARTD) beverages."

Coca-Cola's Lemon-Dou Product

Although this is the first time that Lemon-Dou is being released in India, this drink is not new, as it has been in Coca-Cola's portfolio since 2018. It was first launched in Japan, marking the company's first entry into the alcohol beverage market since the late 1970s.

The product was also Coca-Cola's first lemon sour brand, formulated in response to the growing demand from customers who loved the said flavor. The company said that these consumers want to enjoy the authentic taste of Lemon Sour not only in commercial establishments but also in their homes; thus, the RTD drink was made.

Price, Release, and Other Details

Live Mint reported that Coca-Cola India initially released its Lemon-Dou beverage in two areas in the country, Goa and Maharashtra. Customers may buy the alcoholic product for ₹150 in Goa and ₹230 in Maharashtra. Coca-Cola India will offer the new drink in 240 ml. cans.

"In our view, this is an interesting move and could expand the ready-to-drink alcoholic beverage market," Nuvama Institutional Equities' executive director, Abneesh Roy, commented. "With alcohol being a complex distribution and manufacturing business in India, Coca-Cola is expected to seed the product in the market only gradually."

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