In a significant move, Coca-Cola India has entered the domestic alcohol market, introducing Lemon-Dou, a global alcoholic ready-to-drink beverage. The company has initiated pilot tests for Lemon-Dou in select states in India.
In response to inquiries, Coca-Cola stated, “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.”
According to the company’s official website, a 250ML bottle of Lemon-Dou is priced at ₹230. Described as a refreshing, full-bodied chu-hi alcoholic lemon drink, Lemon-Dou is crafted from crushed whole lemons infused in alcohol and mixed with bubbles.
The International Spirits & Wines Association of India (ISWAI) reported that India’s alcoholic beverage market is projected to reach USD 64 billion in the next five years, making it the fifth-largest contributor to global market revenues in the near to medium term. In 2021, the sector had an estimated market size of USD 52.4 billion, constituting about 2% of the country’s nominal GDP.
Coca-Cola is currently conducting a trial for Lemon-Dou in specific Indian states. The beverage is a blend of distilled liquor, similar to brandy or vodka, and lime.
To address potential concerns, Coca-Cola emphasized, “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.”
Lemon-Dou marks Coca-Cola’s entry into the alcoholic beverage market, catering to the growing demand for alcoholic lemon drinks, not only in drinking establishments but also for at-home consumption, as highlighted on the official website.”
