Coca-cola Co. announced this week that it will partner with Jack Daniel’s Tennessee whiskey maker Brown-Forman Corp. to sell premixed cocktails. Canned Jack and Coke will be available worldwide after being launched in Mexico later this year. Zero sugar version will also be available.
“This relationship combines two classic American icons to provide a taste experience that consumers love in a consistent, convenient and portable way,” said Brown-Forman, President and CEO. Lawson Whiting says.
This move takes place in the midst of strong global sales of ready-to-drink alcohol blends, including hard seltzers like white claws. Global consumption of ready-to-drink increased by 26% in 2020 and 14% last year, according to IWSR Drinks Market Analysis, an alcohol market research firm. For comparison, global consumption of all alcohol increased by 3%.
Based in Louisville, Kentucky, Brown-Forman has been making ready-to-drink cocktails since 1994, when it launched spike lemonade, cola and apple juice in Australia.
In contrast, Atlanta-based Coca-Cola has taken some time to add alcoholic beverages to its 200-brand portfolio since it sold its California winery in the early 1980s.
In 2018, Coke launched Lemon Do, Japan’s first ready-to-drink alcoholic beverage. Recently, we launched Topo Chico Hard Seltzer, Simply Spiked Lemonade, and Fresca Mixed.
“We are strategically experimenting with and learning alcohol,” said Khalil Younes, president of Coke’s emerging category. “We are excited about this opportunity, but we also know that it requires effort and patience.” MDT / AP