Brown-Forman Corp., Louisville, Ky., and Atlanta-based The Coca-Cola Co. announced a global relationship to debut the iconic Jack & Coke cocktail as a branded, ready-to-drink (RTD) pre-mixed cocktail option. 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.
“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,” said Lawson Whiting, CEO and President of Brown-Forman Corp., in a statement. “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.”
James Quincey, chairman and CEO of The Coca-Cola Co., added: “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. We are excited about our new relationship with Brown-Forman and look forward to the introduction of Jack Daniel’s & Coca-Cola.”
The can and packaging, which will feature two of the world’s most recognizable and valuable trademarks in Coca-Cola and Jack Daniel’s, will include clear responsibility symbols stating that it is to be enjoyed only by consumers of legal drinking age. Jack Daniel’s & Coca-Cola RTDs will adhere to responsible marketing practices held by Brown-Forman and The Coca-Cola Co., they note.
The global benchmark for alcohol beverage volume (ABV) is 5% but will vary depending on the market. A zero sugar version of the beverage also will be available.