The canned cocktail, which will be made using Jack Daniel’s Tennessee Whiskey and Coke, is set to be launched in Mexico later this year and will later be expanded globally.
[The partnership] “brings together two classic American icons to deliver consumers a taste experience they love in a way that is consistent, convenient, and portable,” said Brown‑Forman CEO Lawson Whiting, adding that he expects the new drink to accelerate expansion and continue growth for the company’s business around the world.
The Jack & Coke canned cocktail will be the latest hard drink in Coca-Cola’s portfolio. In just the last nine months, the company has also launched the Topo Chico hard seltzer, as well as Spiked Lemonade, in partnership with Molson Coors. Later this year, the company plans to launch Fresca Mixed, a spirit-based cocktail developed in partnership with Corona brewer Constellation Brands.
Coca-Cola’s move to launch new alcohol-based drink products comes at a time when sales of canned cocktails are rising fast as consumers look beyond traditional wine and beer options and embrace unique drinks that offer both good taste and convenience.
Last year alone, the alcoholic beverage category grew by 53%, and it is expected to grow by another 29% over the next three years, according to IWSR Drinks Analysis.