Hindustan Coca-Cola unveils 'Colour', grape-based juice drink in India

Hindustan Coca-Cola Beverages Private Ltd Friday unveiled 'Colour', a juice-based drink prepared with black grapes. The launch of the drink was part of a move to expand the 'Minute Maid' product portfolio, president of the company (India, South West Asia) T Krishnakumar told reporters here.

'Colour' comprises 12 percent grape juice and is carbonated to add fizz to it, he said adding that the fruit from Tamil Nadu, Andhra Pradesh and Karnataka was used in the drink targeted at customers in the age group of 20 to 29. The product was developed keeping in mind the local affinity and preferences, director (juices) of Hindustan Coca-Cola (India and South West Asia) Srideep Kesavan said.

"We named it Colour since the term has a strong emotional connect and nostalgia across generations in Tamil Nadu," he said. Currently, the company retails nine flavours under the 'Minute Maid' portfolio and 'Colour' would be sold at 1.40 lakh outlets in Tamil Nadu at a price of Rs 25 for 250 ml and Rs 40 for 600 ml. Actress Keerthy Suresh is the brand ambassadress for 'Colour' in Tamil Nadu.