Coca-Cola and Brown-Forman team up for a new drink
Brown-Forman and The Coca-Cola Company Announce Plans to Launch Jack Daniel’s® Tennessee Whiskey and Coca-Cola®™ Ready-to-Drink Cocktail
Courtesy of The Coca-Cola Company
Coca-Cola is teaming up with Jack Daniel’s distiller Brown-Forman to create a canned Jack-and-Coke cocktail.
It is the fourth new alcoholic beverage in Coke’s portfolio in less than two years, but the first pairing with its namesake soda. The Atlanta-based beverage giant has previously partnered with Molson Coors Beverage on Topo Chico Hard Seltzer and Simply Spiked Lemonade, launching this month, and Constellation Brands on Fresca Mixed Cocktails.
As soda consumption declines, Coke isn’t the only beverage maker pushing its soft drink brands toward alcohol through partnerships. Rival PepsiCo launched Hard Mtn Dew earlier this year through a partnership with brewer Sam Adams Boston Beer.
Brewers also benefit from partnerships with Coke and Pepsi by diversifying their portfolios outside of beer, while liquor 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 generic cola-based Jack-and-Coke drink. But the category has grown in popularity in recent years as alcohol consumers seek out convenient options.
Ready-to-drink beverages have been the fastest growing alcohol segment since 2018, stealing market share from beer, according to IWSR Drinks Market Analysis. Hard seltzers make up the bulk of the category, but canned cocktails made with spirits are gaining traction.
The canned Jack Daniel’s and Coca-Cola cocktail will launch in Mexico later this year before expanding to other markets.
A sugar-free version of the canned cocktail will also be available. Coke CEO James Quincey predicted in early 2021 that Zero Sugar Coke would be the biggest source of growth for the company over the next few years.
The new drink’s packaging will display both the Coke and Jack Daniel’s logos, as well as symbols indicating that it is for people of legal drinking age only. As soda brands push into the liquor category, the National Beer Wholesalers Association and other industry players have raised concerns about underage drinking.
As Coke expands its liquor portfolio, the company said it has developed a policy of responsible marketing and sales of its alcoholic beverages. The approach is to target only consumers over the legal purchase age in its advertising and to refrain from implying that consumers derive health benefits from these products.