Coca-Cola, the global beverage giant renowned for its soft drinks, has set its sights on the alcohol industry with the launch of a dedicated subsidiary called Red Tree Beverages. The move represents a significant milestone for the company, as it aims to adapt to changing market dynamics and diversify its offerings.

James Quincey, the CEO of The Coca-Cola Company, expressed enthusiasm for the new venture, stating, “Red Tree Beverages represents a significant milestone in our company’s history. We recognize the changing consumer landscape and believe that this new venture will allow us to better serve our customers and meet their evolving demands.”

With Red Tree Beverages, Coca-Cola aims to cater to consumers looking for unique and flavorful alcoholic beverages that align with their preferences and lifestyles. Leveraging its brand recognition, extensive distribution network, and industry expertise, the company plans to tap into the growing market for alcoholic drinks.

The new subsidiary is set to focus on the development and marketing of innovative alcoholic products to keep up with evolving consumer trends. This move into the alcohol market could potentially pose a significant challenge to existing alcoholic beverage manufacturers, thanks to Coca-Cola’s powerful distribution network and brand influence.

Red Tree Beverages is expected to commence operations in the coming months, initially targeting select markets before gradually expanding its global reach. The company is wasting no time in bringing its alcoholic offerings to consumers, with a quintessential Jack & Coke canned cocktail already in partnership with Brown-Forman-owned Jack Daniel’s. The cocktail, a blend of Jack Daniel’s Tennessee Whiskey and Coke, comes in 12-oz. cans with a 7% alcohol by volume (ABV) content. Coca-Cola also has plans to introduce a Coca-Cola Zero Sugar version of the drink shortly.

Beyond the Jack & Coke cocktail, Coca-Cola has other alcoholic beverage experiments underway in the United States. Collaborating with the Molson Coors Beverage Co. in Chicago, they have introduced Topo Chico Hard Seltzer and are soon to launch Simply Spiked, an alcoholic version of Coca-Cola’s Simply brand.

Outside the United States, Coca-Cola has been experimenting with alcoholic beverages in Japan and the Philippines. In Japan, they have been manufacturing and marketing Lemondo, a lemon-flavored alcoholic drink launched in 2019. The success of the experiment in Japan led to its expansion into the Philippines, where it continues to perform well.

As Coca-Cola embarks on this daring journey into the alcohol market, the company is dedicated to delivering high-quality and responsibly-made alcoholic beverages that build upon their legacy of great taste and innovation. With the power of their iconic brand, a diverse distribution network, and a commitment to meeting evolving consumer demands, Red Tree Beverages is poised to make its mark in the world of alcoholic beverages.