Coca-Cola EH Canning alcoholic brand set for launch
With the registration of EH Canning Co brand, Coca Cola, the soft drinks giant, seems ready to launch first ever alcoholic beverage brand in the UK market.
EH Canning Co was reported to have been registered last month with the Intellectual Property Office under classes 32, including beer, mineral water, fruit drinks and preparations for making beverages and 33, which covers alcoholic beverages except beer.
The development came on the heels of Coca Cola’s announcement in 2018 of it’s preparedness to enter Japanese chu-hi canned flavored market, similar to hard seltzers. Ever since the announcement no visible action was taken to actualise the long awaited plan till this latest development
Though Coca-Cola was quoted to have declined official comment experts suggested EH Canning marked the next logical step in Cokes journey to becoming a force in the alcohol category.
“The report noted that in May 2019 Coca Cola unveiled Signature Mixers, a four-strong soft-drinks range created in collaboration with bartenders to pair with dark spirits.
“EH Canning would most likely be the western equivalent of chu-hi – hard seltzer.” HRA Global MD Hamish Renton was quoted as saying. He noted that the alcoholic brand would appeal to the young adults who increasingly eschew beer and wine for hard seltzer. He added that in spite of the high-profile likes of White Claw, the fast-growing category didn’t have “a giant” brand, he said. “There’s no real standout.”
It will be recalled that Coca Cola had in the past briefly played in the alcoholic beverages market with the ownership of US wine brands about 40 years ago.
It is expected that EH Canning would be positioned as a “new spirit brand with worldwide potential” and would not feature Coca-Cola branding but rather would be expected to make it’s Mark in the highly competitive market to succeed.
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