Chevron icon It indicates an expandable section or menu, or sometimes previous / next navigation options. HOMEPAGE

The new Coca Cola lands in Spain: Topo Chico Hard Seltzer, an alcoholic beverage that promotes responsible consumption.

This is an automated machine translation of an article published by Business Insider in a different language. Machine translations can generate errors or inaccuracies; we will continue the work to improve these translations. You can find the original version here.

Advertisement

After eliminating almost 200 beverage brands due to the coronavirus, half of its catalog, Coca-Cola has decided to reinvent itself and market its first alcoholic beverage, Topo Chico Hard Seltzer, in Spain starting this March.

This is a global Coca-Cola brand that has already been a success in places such as the United Kingdom and Mexico and now aims to succeed in Spain thanks to a multichannel strategy at the national level.

This beverage made with natural flavors, a sparkling water base, and 4.7% alcohol will seek to attract consumers to lead the hard seltzer category, one of those with the greatest growth potential worldwide.

Coca-Cola goes one step further in sustainability and creates its first paper bottle prototype

Advertisement

Topo Chico Hard Seltzer will be available in 33 cl bottles and in 3 effervescent flavors: Lemon Lime, Cherry Açai, and Tropical Mango.

"We are very excited about the arrival of Topo Chico Hard Seltzer in Spain," says Juan Ignacio de Elizalde, general manager of Coca Cola Iberia. "We have a winning product to enter a category with great growth potential".

It will be available in 33 cl bottles and in 3 effervescent flavors: Lemon Lime, Cherry Açai, and Tropical Mango. It is also a low-calorie drink, with only 96 calories per bottle.

Coca-Cola implements contactless technology to select the drink from the cell phone in self-service machines.

Advertisement

It is a product developed by the company's experts and prestigious international mixologists, focused more on the aperitif or the well-known Spanish tardeo, i.e., socializing environments that are accompanied by light food.

Coca Cola has also decided to maintain its commitment to the hospitality sector despite the great crisis it is going through, so Topo Chico Hard Seltzer can be found in food establishments, convenience stores, Horeca, and e-commerce platforms throughout the country.

Striking a balance between sales and responsible consumption

However, one of the biggest problems posed by this new offer is its alcohol content, as it is not always easy to guarantee responsible consumption.

Coca Cola has therefore sought to ensure that this is not a problem when it comes to advertising or even selling it by creating its own Global Responsible Drinking Policy.

Advertisement

The main objectives are to exercise responsible marketing, establish alliances in Spain to create programs and promote responsible consumption, provide transparent information and, finally, extend these principles to all Coca-Cola employees, bottling partners, and associates.

Coca-Cola will eliminate nearly 200 beverage brands, half of its portfolio, after sales decline during the confinement

Topo Chico Hard Seltzer will be fully in line with legal requirements, with the codes of other major companies in the industry and with the policies of the International Alliance For Responsible Drinking (IARD), so the company guarantees that it will be a beverage aimed at those over 18 years of age.

"Relying on the strength of our system in Spain, we believe that Topo Chico Hard Seltzer will surprise consumers and will be a success in our country," concludes Juan Ignacio de Elizalde.

Read the original article on Business Insider España. Copyright 2021.

This post has been translated from Spanish.

Follow Business Insider España on Twitter.
Jeevan Ravindran
Advertisement
Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification.

Jump to

  1. Main content
  2. Search
  3. Account