ATLANTA – The Coca-Cola Co.’s foray into the market for alcoholic beverages is set to continue with the introduction of Jack Daniel’s & Coca-Cola RTD (ready-to-drink), a pre-mixed cocktail. The product was developed in partnership with the Brown Forman Corp., Louisville, the owner of the Jack Daniel’s brand.
“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,” said Lawson Whiting, president and chief executive officer of Brown-Forman. “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.”
The initial RTD beverage will have 5% alcohol by volume. A zero-sugar variety also is in development, according to the companies.
“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,” said James Quincey, chairman and CEO of The Coca-Cola Co. “We are excited about our new relationship with Brown-Forman and look forward to the introduction of Jack Daniel’s and Coca-Cola.”
The new alcoholic beverage follows a string of introductions during the past few years between Coca-Cola and several alcoholic beverage manufacturers. In partnership with the Molson Coors Beverage Co., Chicago, the companies have introduced Topo Chico Hard Seltzer and Simply Spiked, an alcoholic version of Coca-Cola’s Simply brand.
Coca-Cola also is working with Constellation Brands, Inc., Victor, NY, to introduce Fresca branded mixed cocktails in the United States. Called Fresca Mixed, the brand of spirit-based, ready-to-drink cocktails will be introduced later this year.Outside of the United States, Coca-Cola has another alcoholic beverage program underway. In Japan, the company is manufacturing and marketing Lemondo, a lemon-flavored alcoholic beverage.