Brown-Forman and The Coca-Cola Company have announced plans to debut Jack Daniel’s® Tennessee Whiskey and Coca-Cola® ™ Ready to Drink Cocktails.
Courtesy: Coca-Cola Company
This will be the fourth new alcoholic beverage in Coke’s portfolio in less than two years, but the first combination of sodas of the same name.Atlanta-based beverage giants are already affiliated Molson Coors Beverage With Topochiko Hard Seltzer Simply spiked lemonadeReleased this month, and Constellation Brands Fresca mix cocktail.
Coke isn’t the only beverage maker pushing soft drink brands into alcohol through partnerships as soda consumption declines.rival PepsiCo Launched Hard Mountain Dew earlier this year through a partnership with Sam Adams Brewery Boston beer.
Brewers also benefit from partnerships with Coke and Pepsi by diversifying their portfolios from beer. Spirits companies, on the other hand, can use well-known brands to sell more canned cocktails. Brown-Forman has already sold canned cocktails for over 30 years, including Jack and Cork drinks made from common cola. However, this category has skyrocketed in recent years as alcohol consumers are looking for convenient options.
Ready-to-drink beverages are the fastest-growing alcohol segment since 2018, stealing market share from beer, according to IWSR Drink Market Analysis. Hard seltzers are the largest part of this category, but spirits-based canned cocktails are well established.
Jack Daniel’s and Coca-Cola canned cocktails will be launched in Mexico later this year before expanding into other markets.
A sugar-free version of the canned cocktail will also be available. Coke CEO James Quincey predicted early 2021 Zero Sugar Coke will be the company’s largest source of growth over the next few years.
The new drink package will display both the Coke and Jack Daniel’s logos and a symbol that is intended only for people of legal drinking age. As the soda brand enters the alcohol category, the National Association of Beer Wholesalers and other industry insiders have expressed concern about underage drinking.
As Coke expanded its alcohol portfolio, the company said it was responsible for formulating marketing and sales policies for alcoholic beverages. This approach involves advertising only targeting consumers over the statutory purchase age and refraining from suggesting that consumers are enjoying the health benefits of these products.