Mixed reactions trail Coca-Cola, Jack Daniel’s RTD pre-mixed cocktail
By Zion Rufus
Following the debut of the Coca-Cola Company’s ready-to-drink pre-mixed cocktail, Jack Daniel’s & Coca-Cola, a collaboration which has been tagged “the perfect pair”, consumers and marketing professionals have expressed their excitement, expectations, and concerns over the newly introduced beverage.
John Paul Emechebe, Head On Premise at Red Bull shared: “This is driven as a result of consumers behavior/consumers habits. For most alcoholic beverages, some consumers don’t consume pure, they always mix with other non alcoholic beverages and for Jack Daniel Whiskey the most preferred non alcoholic beverages mixer has been Coke for years hence the need for this integration. Beyond that, Jack Daniel has also been in distribution partnership with Coke. In most countries, Jack Daniel’s is being distributed by Coke bottlers.”
For decades, Coca-Cola, whose portfolio of brands ranges from iconic sparkling beverages to water, sports drinks, teas, juices and coffee, has positioned itself as the world’s leader in non-alcohol, ready-to-drink beverages. Today, the company is diversifying its portfolio by pushing its soft drink brands into alcohol through partnerships.
Emmanuel Awopetu, Research and Business Developer explained: “It is all about business insight and data. Nothing bad here. Many can’t drink coke without mixing it, and since the account managers pay attention to these things they have brought the right product. Was expecting this much earlier cause it was actually late to market. Honestly. Good job.”
Chairman of Tekedia Capital, Prof. Ndubuisi Ekekwe said in a LinkedIn post: “‘American multinational beverage company, Coca-Cola, has signed a deal with Brown-Forman Corporation, the producer of Jack Daniels, to produce alcoholic products. This will mark the fourth new alcoholic drink in Coca-Cola’s portfolio in less than two years.” ‘You may ask why? The fact is this: the world is at the early phase of tobacco-lizing sugar (sugar is not good for your health, causes obesity, triggers many health issues, etc., they say); Coca-Cola wants to stay ahead of that future. Period – if diet Coke does not sell well, alcohol Coke might! It is all about kudi, ego, owo!”
Territory sales manager, Oluwatobi Akanni said: “My sales trainer in @NBC Academy in 2008 once said if the world demands for popcorn by 2050, Coca-Cola will be at the forefront. Money must be made and RTM investment is not a waste.”
Business analyst, Andreas Thatcher noted: “Great example of brand partnership, I wonder how regulators will view the inclusion of coca-cola, usually alcohol companies stay far from the hard limit on age.”
However, The Coca-Cola Company has disclosed that it recognizes that the entry into the alcohol category brings new responsibilities – “ones it takes very seriously”. The company will ensure any consumer who chooses to drink alcohol does so responsibly.
The Jack Daniel’s & Coca-Cola ready-to-drink beverage will be made with Jack Daniel’s Tennessee Whiskey and Coca-Cola with 5% alcohol. The beverage will be available in markets around the world, with initial launch planned for Mexico in late 2022.
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