Beverage giants The Coca-Cola Co. and Brown-Forman, owner of the Jack Daniel’s whiskey brand, are keen on expanding their partnership to bring more ready-to-drink cocktail mixes into the market.
Cesar Grongoso, Coca-Cola front-line marketing director for Asean, sees more brand collaborations in the future following the official launch of their canned premixed cocktail brand, a combination of Jack Daniel’s Tennessee Whiskey and the regular Coca-Cola drink.
Grongoso hinted the Coke zero brand could also see a similar treatment in the future, given the substantial demand for the zero-sugar variant.
“Obviously, Coca-Cola zero is one of the drinks that has really been growing fast in the Coca-Cola portfolio. So, it could [happen] sooner or later. But I cannot really say a very specific timeline for it,” the Coca-cola executive told reporters.
He also added they might also roll out the ready-to-drink product in bigger cans or containers if they see a huge demand from consumers.
The whiskey and cola drink, which has an alcohol level of 7 percent, is currently available in 320 milliliter slim cans.
Pioneer
The Philippines is the first country in Southeast Asia where it was launched, debuting almost simultaneously in select European markets. The product was first introduced in Mexico and the United States.
Brown-Forman business development director for Asia Finbar Boyle said the ready-to-drink alcohol business remained a growing market across the region.
“We are confident that with the history of the two brands coming together, it should be successful,” Boyle told reporters during the same event.
Coca-Cola’s partnership with one of America’s largest spirit and wine companies marks the former’s second foray into the alcohol business. INQ