- Coca-Cola has resisted for decades linking its brands with alcoholic beverages in “ready-to-drink” products.
- But times change: together with Jack Daniel’s, he launches Jack & Coke.
- The ready-to-drink (RTD) premixed cocktail will be sold for the first time in Mexico at the end of 2022.
The maker of Jack Daniel’s whiskey, Brown-Forman, and the best-known soft drink brand, Coca-Cola, announced this Monday, June 13 a global alliance to produce a canned cocktail called Jack & Coke.
Brown-Forman already offers, produces and sells a blend called Whiskey & Cola, but this product will now tie the Coca-Cola brand to that cocktail.
According to Beverage Digesta special publication on the world beverage market, the pre-mixed ready-to-drink cocktail will be sold for the first time in Mexico at the end of 2022.
That’s right, the marketing test, before being launched to global markets, will take place in Mexico.
The drink will be packaged in 350ml black cans with Jack Daniel’s and Coca-Cola branding displayed.
The companies will offer two versions: “with sugar” and “zero sugar”.
The drink will contain 5.0 percent alcohol in most markets, although there may be differences depending on the tastes of each country.
Brown-Forman, which has made and marketed RTD cocktails for 30 years, said they will manage “every aspect of the product,” along the lines of similar deals Coca-Cola has.
The Atlanta brand has similar deals with Molson-Coors brewer and Constellation Brands still.
Coca-Cola and Jack Daniel’s present alliance: Mexico the first market
For decades, Coca-Cola has resisted lending its brand directly for use in ready-to-drink products.
This, even though in many countries there is a long tradition of mixing Jack Daniel’s or other whiskeys with Coca-Cola.
Although it is true that the brand has encouraged the combination in bars and restaurants, they were concerned that an official relationship might pose a risk to Coca-Cola’s reputation.
The companies said in the statement that “cans and packaging will feature two of the world’s most recognizable and valuable trademarks: Coca-Cola and Jack Daniel’s,” but clarified that “Clear symbols on the responsibility of consumption will be included and will indicate that only consumers of legal drinking age will be able to do so.”
“Jack Daniel’s and Coca-Cola RTDs will adhere to the responsible marketing practices of Brown-Forman and The Coca-Cola Company,” they added.
Coca-Cola has entered the “ready to drink” market for a few years. He joined Molson Coors for the launch of Topo Chico Hard Seltzer, which launched in early 2021 and in May 2022 he introduced Simply Spiked.
In early 2022, Coca-Cola announced a license agreement with Constellation Brand to manufacture and sell a canned liquor-based cocktail that will launch in the United States later in the year.
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