Coca-Cola is teaming up with Jack Daniel’s distiller Brown-Forman to make a Jack-and-Coke cocktail in a can.
It marks the fourth new alcoholic drink in Coke’s portfolio in less than two years, but the first pairing for its namesake soda.
As soda consumption declines, Coke isn’t the only beverage maker pushing its soft drink brands into alcohol through partnerships. Rival PepsiCo launched Hard Mtn Dew earlier this year through a partnership with Sam Adams brewer Boston Beer.
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.
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.
https://www.cnbc.com/2022/06/13/jack-and-coke-in-a-can-coca-…
Mergers between soda and alcoholic beverage companies are a strong possibility in the future.