The Coca-Cola Company and the American spirits and wine business Brown-Forman have announced plans to debut Jack Daniel’s Tennessee Whiskey and Coca-Cola ready-to-drink cocktail.
Jack Daniel’s & Coca-Cola RTD, inspired by the classic bar cocktail, will be made with Jack Daniel’s Tennessee Whiskey and Coca-Cola. The beverage will be available in markets around the world, with initial launch planned for Mexico in late 2022.
“We keep consumers at the center of everything we do as we continue to develop our portfolio as a total beverage company, and that includes new products with our iconic Coca-Cola brand,” said James Quincey, chairman and chief executive of The Coca-Cola Company.
“We are excited about our new relationship with Brown-Forman and look forward to the introduction of Jack Daniel’s & Coca-Cola.”
Lawson Whiting, president and chief executive of Brown-Forman Corporation, added: “This relationship brings together two classic American icons to deliver consumers a taste experience they love in a way that is consistent, convenient, and portable.
“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. 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.”
The global benchmark for alcohol beverage volume (ABV) is 5% but the companies said this will vary depending on the market. A zero sugar version of the beverage will also be available.
Coca-Cola's latest foray into alcoholic beverages started in 2018, launching in Japan its first ready-to-drink alcohol beverage, Lemon-Dou. It marked the global soft drinks giant's first entry in the alcohol beverage market since the late 1970s, when Coca-Cola owned a winemaker in California.
The company has since developed a small yet growing portfolio of alcohol beverages, often in partnership with alcohol majors.
Jack Daniel’s & Coca-Cola joins a portfolio of flavored alcohol beverages that uses company brands, including Lemon-Dou, which is currently available in Japan, China and the Philippines; Topo Chico Hard Seltzer, available in more than 20 markets; Schweppes Pre-Mixed Cocktails, currently available in Brazil; and the new Simply Spiked Lemonade and Fresca Mixed in the US.
“We are strategically experimenting and learning in alcohol,” Khalil Younes, who is responsible for leading the flavored alcohol beverages at Coca-Cola, said. “We are excited about the opportunities, but we also know it will require effort and patience.”
