Coca-Cola Australia to enter alcohol market with surprise move

·News Reporter
·2-min read

The Coca-Cola brand won't just be providing the mixers in Australia's alcohol industry any more with the announcement the company will release its own version of the on-trend seltzer drink. 

The seltzer craze, which surged in popularity thanks to its low calorie offering, first took off in the United States and later hit Australian shores last year.

The hard version is simply alcoholic sparkling water available in a range of fruity flavours.

Now Coca-Cola sees it as the perfect opportunity to delve into the alcohol market Down Under as the company looks to expand further.

Coca-Cola will bring alcoholic seltzers to Australians later this year. Source: Getty
Coca-Cola will bring alcoholic seltzers to Australians later this year. Source: Getty

“We are excited to be entering the hard seltzer category, which has seen incredible growth over the last 12 months," Coca-Cola South Pacific Vice President Robert Priest said in a statement.

"We’re confident Australians will love the light, refreshing taste.”

The new drink will be under the Topo Chico brand, originally a mineral water which Coca-Cola purchased in 2017.

Australians will have a choice of Tangy Lemon Lime, Pineapple Twist or Strawberry Guava and will be 4.7 per cent in 355ml cans.

It will be available in packs of four from select Dan Murphy’s, BWS and independent liquor stores.

Topo Chico Hard Seltzer has successfully been launched in the US earlier this year and will be released in Australia later in September.

The drink was releases in the US earlier this year. Source: Instagram
The drink was released in the US earlier this year. Source: Instagram

Mr Priest says the company is hoping its launch will be perfectly timed with much of Australia's emergence from lockdown as the company anticipates eased restrictions for gatherings and hospitality as the weather begins to warm heading into summer.

“It will appeal to drinkers who are looking for something new and refreshing to enjoy at entertaining occasions this summer, whether that be virtual or in person,” he said.

There are multiple seltzer offerings in Australia already, with the White Claw brand the market's standout.

Health experts have scrutinised the marketing and commentary around seltzers, insisting they are far from healthy. 

Libby Mills, national spokesperson for the Academy of Nutrition and Dietetics in the US, told Healthline the drinks will still have calories and due to their refreshing nature, drinkers could end up having more than anticipated.

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