Coca-Cola is working with Brown-Forman to make a new canned cocktail that combines Coca-Cola and Jack Daniel’s Tennessee whiskey. The drink, which will also be available as a zero-sugar option, will hit the shelves in Mexico later this year before expanding worldwide.
The combination brings together “two of the most recognizable and valuable brands in the world,” the companies said in a press release, and will include “clear symbols of responsibility” indicating that the drink is intended for legal drinkers. It will usually have 5% alcohol by volume, but this will vary by country.
BrownForman CEO Lawson Whiting said the partnership “brings together two classic American icons to give consumers a delicious experience they love in a way that is consistent, convenient and portable.” He added that the new drink “will accelerate expansion and continue to grow our business around the world”.
Mexico was chosen as the launch market because both brands are popular there and the country has a well-developed ready-to-eat market, a Brown-Forman spokesman told CNN Business. A launch in the US is scheduled for sometime in 2023.
Coca-Cola is aggressively expanding its spirits as the trend grows. Jack and Coke combine Topo Chico Hard Seltzer and Simply Spiked Lemonade, both in collaboration with MolsonCoors. The company also plans to launch Fresca Mixed later this year, an alcoholic beverage cocktail created in conjunction with the Corona Constellation Brands brewery.
Sales of canned cocktails have exploded as drinkers seek convenience and new flavors beyond wine and beer. The beverage category grew 53% last year and is projected to grow another 29% over the next three years, according to IWSR Drinks Analysis.
Stronger flavors and drinks from recognizable brands can also help companies succeed in the fast-growing industry. BrownForman said in a recent earnings announcement that Jack Daniels is experiencing a “revival” in sales and the company plans to increase whiskey even further this year.
Meanwhile, rival Pepsi is also looking at the trend: HARD MTN DEW, a sugar-free canned cocktail with 5% alcohol by volume, hit the shelves a few months ago.
& 2022 Cable News Network, Inc., a WarnerMedia company. All rights reserved.
Coca-Cola partnering with Brown-Forman to make a new canned cocktail combining Coke and Jack Daniel’s Tennessee Whiskey Source link Coca-Cola partnering with Brown-Forman to make a new canned cocktail combining Coke and Jack Daniel’s Tennessee Whiskey