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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