Jack-And-Coke in a Can: Coca-Cola and Brown-Forman Team Up for New Drink

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Jack-And-Coke in a Can: Coca-Cola and Brown-Forman Team Up for New Drink
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It marks the fourth new alcoholic drink in Coke’s portfolio in less than two years.

Brewers also benefit from the partnerships with Coke and Pepsi by diversifying their portfolios away from beer, while spirits companies can use well-known brands to market more canned cocktails. Brown-Forman has already been selling canned cocktails for more than three decades, including a Jack-and-Coke drink made with generic cola. But the category has gotten a boost in recent years as alcohol consumers look for convenient options.

Ready-to-drink beverages have been the fastest-growing alcohol segment since 2018, stealing market share from beer, according to IWSR Drinks Market Analysis. Hard seltzers are the largest part of the category, but spirits-based canned cocktails have been gaining ground. The Jack Daniel's and Coca-Cola canned cocktail will launch in Mexico later this year before expanding to other markets.

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