Brown-Forman and The Coca-Cola Company Announce Plans to Launch Jack Daniels® Tennessee Whiskey and Coca-Cola®™ Ready-to-Drink Cocktails
credit: The Coca-Cola Company
Coke Jack is working closely with Daniel’s Distiller brown foreman To make a Jack-and-Coke cocktail in a can.
It’s the fourth new alcoholic beverage in Coke’s portfolio in less than two years, but the first addition to its namesake soda. The Atlanta-based beverage giant has already partnered with Molson Coors Beverages Topo Chico Hard Seltzer and . Feather Simply Spiked Lemonadewhich launched this month, and constellation brand On fresca mixed cocktails.
As soda consumption has declined, Coke isn’t the only beverage maker pushing its soft drink brands to alcohol through partnerships. Rival PepsiCo Hard Mount Dew launched earlier this year through partnership with Sam Adams Brewer Boston Beer.
Brewers also benefit from partnerships with Coke and Pepsi by shifting their portfolios away from beer, while spirits companies can use well-known brands to market more canned cocktails. Brown-Forman has already been selling canned cocktails for more than three decades, including a Jack-and-Coke drink made from generic cola. But the category has seen a boost in recent years as wine consumers look for convenient alternatives.
According to IWSR Drinks Market Analysis, ready-to-drink beverages have been the fastest-growing alcohol segment since 2018, stealing market share from beer. Hard seltzers are the biggest part of the category, but spirit-based canned cocktails are on the rise.
Jack Daniels and Coca-Cola Canned Cocktails will launch in Mexico later this year before expanding to other markets.
A zero-sugar version of the canned cocktail will also be available. coke ceo James Quincy predicted early 2021 That Zero Sugar Coke will be the company’s biggest source of growth over the next few years.
Packaging for the new drink will feature the logos of both Coke and Jack Daniels, as well as symbols indicating that it is only for people of legal drinking age. As soda brands move into the alcohol category, the National Beer Wholesalers Association and other industry players have expressed concerns about underage drinking.
As Coke expands its alcohol portfolio, the company said it has developed a policy to responsibly market and sell its alcoholic beverages. This approach involves only targeting consumers above the legal buying age in their advertising and avoiding assuming that consumers derive any health benefits from those products.