American multinational beverage company, Coca-Cola, has signed a deal with Brown-Forman Corporation, the producer of Jack Daniels, to produce alcoholic products. This will mark the fourth new alcoholic drink in Coca-Cola’s portfolio in less than two years.
This deal will see both companies produce “Jack and Coke” cocktails, a ready-to-drink canned version. This canned version will contain a mixture of Coca-Cola and Tennessee whiskey, a product of Jack Daniels.
The packaging for the canned drink will display both logos for Coke and Jack Daniels, as well as symbols signifying that it is only for people of drinking age which is usually from 18 and above. Coca-Cola is no doubt retracing the step of its early days when it offered alcoholic drinks.
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It might interest you to know that when Coca-Cola was launched in 1886, it was an alcoholic drink, before the company exited from selling alcoholic products in 1903. What majorly prompted them to exit from the alcoholic market was after the U.S government made a law that barred the consumption of the substance, which made the company produce the Coca-Cola soft drink.
Decades later, the Coca-Cola Company has made a return to the alcoholic market, as it launched its first-ever alcoholic drink in the year 2018 in Japan. A fizzy, lemon-flavored condition laced with spirits. In 2021, it launched a Topo Chico Hard Seltzer which contained 4.7% alcohol, coming in a slew of tropical-inspired flavors.
Its recent partnership with Jack Daniels marks the fourth new alcoholic drink in coke’s portfolio in less than two years, but the first pairing for its namesake. The company has already partnered with Molson Coons Beverage on Topo Chico hard Seltzer, simply spiked lemonade, and constellation brands on Fresca mixed cocktails.
There have been recent reports about the decline in the consumption of Soda, which has seen Coca-Cola push its soft drink brands into alcohol through partnerships. It might interest you to know that Coca-Cola isn’t the only soft drink company that is partnering with alcoholic brands as other soft drink brands have also entered into partnerships with alcoholic companies.
Brewers of these alcoholic drinks in collaboration with soft drink brands like Coca-Cola also benefit greatly from this partnership, which will enable them to diversify their portfolios away from beer.
Coca-Cola is no doubt going hard into the alcoholic market, the company recently disclosed that it will broaden its alcohol portfolio, by developing a policy around marketing and selling its alcoholic drink responsibly.
Their approach includes the company targeting consumers above the legal purchasing age in its advertising and refraining from implying that consumers will receive any health benefits from using these products.
Coca-Cola has no doubt been an exceptional soft drink company, as each generation comes of age, the company always seems to find a new creative way into the market to enable more sales from it’s products. From concepts like; “It’s the real thing” for the boomers, to “share a coke” for millennials, the company continues to keep the product fresh and relevant.
Also, there have been reports that alcoholic beverages have been the fastest-growing alcohol segment since 2018, which has seen Coca-Cola enter into the alcoholic market, with its recent partnership deal with Jack Daniels to produce alcoholic beverage drinks. The brand is very prolific and one amazing thing about the Coca-Cola brand is that even if the only thing you drink is water, they have got a product for you.