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Coca-Cola And Brown-Forman Get Together To Create A New Drink

Coca-Cola And Brown-Forman Get Together To Create A New Drink
Coca-Cola and Jack Daniel's distiller Brown-Forman are collaborating to create a Jack-and-Coke cocktail in a can.
It is Coke's fourth new alcoholic drink in less than two years, but the first combination for its eponymous beverage. The Atlanta-based beverage company has also collaborated with Molson Coors Beverage on Topo Chico Hard Seltzer and Simply Spiked Lemonade, both of which debuted this month, as well as Constellation Brands on Fresca Mixed Cocktails.
As soda usage falls, Coke isn't the only beverage company attempting to expand its soft drink brands into alcohol through partnerships. PepsiCo launched Hard Mtn Dew earlier this year in collaboration with Sam Adams brewer Boston Beer.
Brewers benefit from the collaborations with Coke and Pepsi by broadening their portfolios away from beer, while spirits producers may market additional canned drinks using well-known names. For more than three decades, Brown-Forman has sold canned drinks, including a Jack-and-Coke drink manufactured with generic cola. However, the industry has grown in recent years as alcohol consumers seek out more convenient options.
According to IWSR Drinks Market Analysis, ready-to-drink beverages have been the fastest-growing alcohol segment since 2018, snatching market share from beer. Hard seltzers dominate the sector, but canned drinks based on spirits are gaining ground.
The canned drink with Jack Daniel's and Coca-Cola will debut in Mexico later this year before extending to other regions.
There will also be a sugar-free version of the canned cocktail available. Coke CEO James Quincey stated in early 2021 that Zero Sugar Coke will be the company's most important source of growth in the next years.
The new drink's packaging will feature both the Coke and Jack Daniel brands, as well as indicators indicating that it is solely for persons of legal drinking age. The National Beer Wholesalers Association and other industry stakeholders have highlighted concerns about underage drinking as soda manufacturers expand into the alcohol area.
As Coke expands its alcohol range, the business stated that it has devised a policy for marketing and selling alcoholic beverages responsibly. The method comprises only advertising to customers over the legal purchasing age and without indicating that such products provide any health benefits to those consumers.

Christopher J. Mitchell

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