Tumult-ous times ahead?

The Coca-Cola Company seems to have high expectations for a fermented non-alcoholic beverage. Although its Spirit of Georgia brand failed to dethrone Bionade, a similar but long-established malt-based soft drink, in Germany, Coke has not given up on the category yet. Instead it has decided to launch Tumult, a fizzy drink made from a natural fermentation process without the production of alcohol, in Paris, hoping to take it to the rest of Europe eventually.

In a new marketing twist, Tumult is positioned as a premium non-alcoholic aperitif, priced at EUR 3.50 (USD 4.70) for four 25 cl glass bottles.

Since its introduction in August 2011, the beverage has been available at 44 Monop’ stores and a dozen Parisian hot spots, like the Hotel Lutetia bar: a far cry from Coca-Cola’s 400,000 French outlets, French market observers say.

Tumult, a low-calorie drink with no preservatives or artificial flavours, intends to attract twenty- and thirty somethings who watch their weight and diet, with a fruity version for women, and a malty one for men.

For now there is no talk of extending the launch outside the French capital.

According to media reports, Coke is giving itself two to five years to install the brand as a real alternative to the existing supply of drinks before expanding its distribution to all of France and Europe. Tumult should then set sail for Britain and the Benelux countries, known for their fondness for drink and their innovative drive.

Earlier in 2010, Coke had begun testing Tumult in Germany. Tumult was Coca-Cola’s second swipe at Bionade, which with a 6 percent market share is Germany’s third-largest non-cola soft drink brand behind Coke’s Fanta and Sprite. Coca-Cola in 2008 introduced Spirit of Georgia, with “less sugar and carbonic acid” than rival sodas.

However, as German trade publications report, Spirit of Georgia only garnered a one percent market share compared with Bionade’s 6 percent. Today you will be hard pressed to find it in German supermarkets.

Before a similar fate could befall Tumult, Coke quietly took it out of the German market in March 2011.

Now Coke hopes Tumult will fly in Paris.