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Jack-and-Coke in a can: Coca-Cola and Brown-Forman team up for new drink
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Jack-and-Coke in a can: Coca-Cola and Brown-Forman team up for new drink
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JACK-AND-COKE IN A CAN: COCA-COLA AND BROWN-FORMAN TEAM UP FOR NEW DRINK

Published Mon, Jun 13 20229:33 AM EDTUpdated Mon, Jun 13 20226:43 PM EDT
Amelia Lucas@Thxamelian
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Key Points
 * Coca-Cola is teaming up with Jack Daniel’s distiller Brown-Forman to make
   canned Jack-and-Coke cocktails.
 * It marks the fourth new alcoholic drink in Coke’s portfolio in less than two
   years.
 * The canned cocktail will launch in Mexico later this year before expanding to
   other markets.

Brown-Forman and The Coca-Cola Company announce plans to debut Jack Daniel’s®
Tennessee Whiskey and Coca-Cola®™ Ready-to-Drink Cocktail
Courtesy: Coca-Cola Company

Coca-Cola is teaming up with Jack Daniel’s distiller Brown-Forman to make a
Jack-and-Coke cocktail in a can.

It marks the fourth new alcoholic drink in Coke’s portfolio in less than two
years, but the first pairing for its namesake soda. The Atlanta-based beverage
giant has already partnered with Molson Coors Beverage on Topo Chico Hard
Seltzer and Simply Spiked Lemonade, which launched 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 into alcohol through partnerships. Rival PepsiCo launched Hard
Mtn Dew earlier this year through a partnership with Sam Adams brewer Boston
Beer.

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VIDEO4:1304:13
Coca-Cola CEO on new Jack-and-Coke cocktail in a can, inflation and price
increases
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Brewers also benefit from the partnerships with Coke and Pepsi by diversifying
their portfolios away from beer, while spirits 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 Jack-and-Coke drink
made with generic cola. But the category has gotten a boost in recent years as
alcohol consumers look for 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 are the largest part of the category, but spirits-based canned
cocktails have been gaining ground.

The Jack Daniel’s and Coca-Cola canned cocktail will launch in Mexico later this
year before expanding to other markets.

A zero-sugar 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.



Packaging for the new drink will show both the logos for both Coke and Jack
Daniel, as well as symbols showing it’s only for people of legal drinking age.
As soda brands push into the alcohol category, the National Beer Wholesalers
Association and other industry players have expressed concerns about underage
drinking.

As Coke broadens its alcohol portfolio, the company said that it developed a
policy around marketing and selling its alcoholic drinks responsibly. The
approach includes only targeting consumers above the legal purchasing age in its
advertising and refraining from implying that consumers receive any health
benefits from those products.

VIDEO4:1304:13
Coca-Cola CEO on new Jack-and-Coke cocktail in a can, inflation and price
increases
Squawk on the Street


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