China Food

Low alcohol liquor welcomes new players. What is the way for Coca Cola’s Chinese flavor low alcohol liquor brand [lemon road]?

What is the layout and determination of Coca Cola behind the launch of
[lemon road]?

Text: Eudora   

Source: foodaily daily food (ID: foodaily)

[lemongtang], which must be familiar to many friends, is the brand of low flavor wine launched by Coca Cola in the Japanese market in 2018. It is also the first layout of Coca Cola in the field of low flavor wine. From the initial Kyushu limit to the later national explosion in Japan, [lemongtang] The success of not only gave Coca Cola a great opportunity to see the low alcohol liquor category, but also made lemon sour Japanese sparkling wine, which was born in the traditional wine house, win wide attention and show great growth potential.
Recently, Coca-Cola China Chinese mainland has introduced the lemon brand to the Chinese market, maintaining the original brand style and taste of the lemon hall. The classic Japanese lemon sparkling wine has brought a big surprise to the domestic consumers be in full swing.
In fact, this is not the first time Coca Cola has launched alcoholic beverages in China. As early as June this year, Coca Cola China officially launched [toppake] “TOPO Chico” hard Su to test the domestic market. TOPO Chico mainly focuses on e-commerce channels and has not been sold offline. However, this time [Lemon road] It is the first alcoholic beverage distributed by Coca Cola through the bottler system in China.
Then, what is the layout and determination of Coca Cola behind the launch of “lemon road”? What is the secret of a seemingly simple lemon sparkling wine popular in Japan?
Today, foodaily will take you to the story of Coca Cola China [lemon road].
[lemonade] what’s the doorway?
It is said that lemon sparkling wine was born in the traditional Japanese style wine house in 1958. It creatively integrates fruit juice and bubbles into the wine and has become a unique brand wine, which is very popular.
Since its birth more than 60 years ago, lemonade sparkling wine has mostly existed in residential wine houses and has become a popular drink in people’s daily life. However, because this product is very popular with consumers, it has also become the inspiration for product innovation of many brands. Until 2018, Coca Cola company launched [lemonade Hall], which finally pushed this pleasant lemonade sparkling wine to a climax. Now The launch of [lemon path] also allows Chinese consumers to taste the unique flavor inspired by the whole lemon wine making process in their own wine house.
1. The unique whole lemon wine making process restores the essence of Japanese lemon sparkling wine
[lemon path] Inspired by the classic whole lemon wine making process in the Wine House – grind every part of the whole lemon, including lemon peel, lemon juice pulp and lemon seed, completely immerse it in the wine and blend it with sparkling water. The fragrance of lemon peel, the acidity of lemon juice pulp and the bitter of lemon seed are integrated with the purity of the wine and the freshness of sparkling water. A small can The small [lemon path] retains the flavor of the whole lemon as much as possible, and then develops a unique layered taste, which has a unique flavor whether it is matched with delicacies or after dinner drinks.
2. It is sour, sweet and exciting, and tastes rich, just like being made in a wine house
[lemon path] there are three flavors for consumers to choose: Honey Lemon, signboard lemon and salt lemon:
>Signboard lemon: alcohol 5.6% vol; total content of lemon juice ≥ 15%;
The classic ratio of alcohol and lemon, the signature wine list in the wine house, and the popular single product.
>Honey lemon: alcohol 3.4% vol; total content of lemon juice ≥ 10%; average addition of honey: 30mg / 100M;
Sweet honey meets sour lemon, light wine feeling, even if drinking Xiaobai will fall in love with the sour and sweet taste.
>Salt lemon: alcohol degree 7.5% vol; total content of lemon juice ≥ 10%; average salt addition: 42mg / 100ml;
Strong wine feeling with fresh sea salt, clear bubbles, rich taste levels, suitable for you with taste.
Foodaily found that this series of products have landed in e-commerce channels in September, and gradually cover retail channels such as National hypermarkets, supermarkets and convenience stores.
3. Personalized packaging design creates a sense of atmosphere in the wine house
[lemon path] the overall packaging design adopts the traditional color matching and apron design of the wine house, and the can body has a good texture; the brand logo is a very representative circular lemon badge, which tells the story of refined lemon. In addition, the product is clearly marked on the can body with “excessive drinking is harmful to health” and “pregnant women and minors should not drink”, which is very intimate.
We can see the uniqueness of [lemonade] Japanese lemon sparkling wine in the domestic alcoholic beverage category. We must also want to understand why Coca Cola chose to introduce this popular product in Japan into China? What are the considerations behind it?
Why Coca Cola
To launch “lemon road” in China?
For contemporary young people, their inner conflict is the traditional wine culture represented by high-precision wine, but this does not mean that they also refuse the “small drink pleasure” brought by low alcohol drinks. We can see that in recent years, new wine categories such as pre mixed wine and low alcohol wine have grown day by day and become the new favorite of young consumers in social occasions. What changes in consumer demand do they represent? At the same time, among many alcoholic beverage categories, why did Coca Cola China choose lemon sparkling wine to compete with low alcohol wine categories?
1. Wine and beverage categories are ushering in changes: updating social scenes to truly meet the emotional needs of young people
As the post-90s young consumers gradually become an important consumer group of alcoholic drinks, the wine culture has also changed. They love traditional Baijiu, not only their spicy taste experience, but also the emotional resistance of Baijiu, which represents passive social interaction. According to cbndata’s insight report on 2020 young people’s alcohol consumption, the number of post-90s consumers and per capita consumption show an increasing trend. They advocate “moderate drinking” and “healthy slightly drunk”, and pursue a “non social” drinking atmosphere [1]. In their concept of drinking, the most important thing is to drink happily and comfortably, not to get drunk.
Source: cbndata insight report on drinking water consumption of young people in 2020
Pre mixed liquor and other prepared wines have more inclusive flavor and taste, while [lemon road] has the characteristics of low wine precision, rich taste and convenient ready to drink, which is very in line with the taste preferences of young consumers, providing them with new choices for weekend drinks, meals or night screen time.
In addition, the rise of female groups has become an irresistible consumption force in the new wine and beverage category. They advocate self pleasing doctrine and like to create some small blessings for life. Low alcohol wine appropriately meets their emotional needs and takes slight intoxication as a kind of conditioning for busy life and a sense of ritual for themselves.
2. Low alcohol drinks are booming and seize the new incremental market
In recent years, the category of low alcohol liquor has developed continuously and has broad prospects. According to the Research Report of Nomura Oriental international securities, it is expected that the scale of low alcohol liquor in China will increase to RMB 258.3 billion in 2035, and the compound annual growth rate of total consumption from 2018 to 2035 will reach 34.4% [2]. Nielsen IQ, a market research organization, also pointed out in its 2021 insight into the consumption trend of the food industry that low alcohol wine is one of the seven categories in the rise of the new trend of the big food industry [3]. It can be seen that low alcohol liquor has increasingly become the second growth curve of traditional liquor enterprises and the test ground for new consumer brand innovation.
3. Coca Cola company’s full category layout, the introduction of alcoholic beverages is imperative
As a full range beverage company, in addition to the well-known brands of soda and fruit juice drinks, Coca Cola also has drinking water, tea, coffee drinks, milk and functional drinks. Alcoholic drinks have been in a blank state for a long time. It is imperative to launch low flavor drinks in line with young consumers.
4. The successful experience of the Japanese market has accumulated a lot of experience for [lemon road] to be promoted to the world
In the 2020 Japanese magazine, Nikkei Trendy, ranked fifth in the list of Japanese hot products, ranking first in the food and beverage category, ranking the second only in the “ghost kill blade” anime, mask, Animal Crossing and Zoom.
Although sparkling wine can have many flavors, such as grapes and peaches, lemon hall only focuses on lemon flavor. With the inspiration of the whole lemon wine making process in the wine house, it constantly strengthens the differences and personalization of the products, so as to increase the attraction to consumers and make the products stand out.
This year, Coca Cola will introduce the brand of “lemon road” into the markets of China and the Philippines, and then it will be introduced to more markets around the world. The launch of “lemon road” is another embodiment of Coca Cola’s insight into new consumption trends in China and capturing growth opportunities. As a product that meets the needs of 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. Whether [lemon road] can become the next key growth point of Coca Cola in China remains to be seen.
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Warm tips: excessive drinking is harmful to health; Pregnant women and minors should not drink alcohol.
reference material:
[1] Cbndata, 2020 insight report on young people’s alcohol consumption, 2020.09.09
[2] Nomura Orient International Securities, February 22, 2021
[3] Nielsen IQ, “insight into consumption trend of food industry in 2021”, May 17, 2021
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