Brown-Forman, Coca-Cola To Launch Jack & Coke Cocktails

Coca-Cola continues to expand its activities in beverage alcohol, with its latest move a partnership with Brown-Forman to introduce Jack Daniel’s and Coca-Cola RTDs. The two companies announced this morning that the branded RTD will roll out globally, beginning in Mexico later this year.

Carrying both Jack Daniel’s and Coca-Cola branding, the new launch will have a benchmark abv of 5%, although its strength will vary depending on the market. Brown-Forman emphasized that it will include “clear responsibility symbols stating that it is to be enjoyed only by consumers of legal drinking age.” In addition to the flagship Jack & Coke, a zero sugar variant is also planned.

“Brown-Forman has been a leader in the ready-to-drink category since we launched our first Jack Daniel’s RTD more than 30 years ago,” said Brown-Forman president and CEO Lawson Whiting. “Coca-Cola perfectly complements Jack Daniel’s and our existing RTD offerings, enabling us to accelerate expansion and continue to grow our business around the world.” According to Impact Databank, Jack Daniel’s spirits-based RTD portfolio nearly doubled in size to above a quarter-million 9-liter cases in the U.S. market last year.

For Coca-Cola, the new alliance follows similar deals with other key beverage alcohol players. Coca-Cola and Constellation are collaborating on a line of spirit-based premixed cocktails under the Fresca Mixed brand, in a partnership announced in early January, and the soft drink giant also has a partnership with Molson Coors for Topo Chico hard seltzer.

Additionally, Coca-Cola is the largest shareholder of energy drink maker Monster Beverage Co., which entered beverage alcohol with a $330 million acquisition of the Canarchy Collective of brewers earlier this year, and has been rumored to be eyeing a merger with Constellation. Meanwhile, top rival PepsiCo is aligned with Boston Beer on Hard Mtn Dew.—Daniel Marsteller

Tagged : Brown-Forman, Coca-Cola, Jack Daniel's

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