Coca Cola Australia’s new booze move with a hard seltzer entering alcohol market

Coca-Cola Australia is entering the alcohol market, with a polar opposite play to the sugary brown formula that’s made it famous.

Exclusive: Coca-Cola Australia is entering the alcohol market, with a polar opposite play to the sugary brown formula that’s made it famous.

The company is launching TopoChico Hard Seltzer — which blends sparkling water with alcohol and natural flavour — and hopes the drink will be its first of many in the new line.

Coca-Cola South Pacific Vice President Robert Priest said the soft drink giant had been looking for an opportunity to grow and thought integrating with alcohol was a way to do that.

“We think we’re very good at finding drinks and finding a new direction, and understanding what people want to drink as well,” he said.

“That is what drove the move to the alcohol market and it came quite rapidly, just four months after the initial idea, much quicker than most products which can take up to 18 months.”

Mr Priest said Coca-Cola had been contemplating different categories, but decided on alcohol after observing the reaction to similar drinks overseas.

“We had very much been looking at trends around the world, especially in North America, where hard seltzers have been popular.”

Seltzer water is carbonated water, and is a replacement for soda and other sugary drinks that can raise the risk of conditions like obesity and type 2 diabetes.

Coca-Cola’s new seltzer contains Topo Chico mineral water, and will be available in three flavours: Tangy Lemon Lime, Pineapple Twist, and Strawberry Guava.

Coca-Cola Australia is launching TopoChico Hard Seltzer in Australia. Picture: Supplied

Coca-Cola Australia’s TopoChico Hard Seltzer. Picture: Supplied

Mr Priest said it might not be the last alcoholic venture the company would try.

“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.

He said the advertising for TopoChico would only feature people older than 25 and the company would not be targeting young people or encouraging heavy drinking.”

Dietitian Leanne Elliston said she would be concerned if they were marketed as a “clean” or healthier drink.

The company is launching TopoChico Hard Seltzer – which blends sparkling water with alcohol and natural flavour – and it hopes the drink will be the first of many in the new market. Picture: Supplied

“There is absolutely no nutritional value in hard seltzers and as such they do not contribute to a healthy diet whatsoever,” she said.

“It would be a concern if younger Australians thought it was a healthier way to drink.

“Even with diets and things like that you know they have this sort of imagery associated as if its cleaner – but it’s still alcohol.”

Coca-Cola Australia is bringing Topo Chico Hard Seltzer to market with a different distribution model to their other popular products.

Southerly Change Drinks, a subsidiary of The Coca-Cola Company, has been set up to import the alcoholic drink.

It comes after Coca-Cola Europacific Partners recently merged with Coca-Cola Amatil in a separate $9.9 billion takeover.

Topo Chico Hard Seltzer will be available this month.