Jack Daniels’ parent company, Brown-Forman Corporation, announced a new partnership with Pabst Brewing Company to distribute its classic line of ready-to-drink (RTD) Country Cocktails. As part of the deal, the vintage Pabst Brewing will be responsible for the supply, sale, and distribution of the Jack Daniels brand RTDs.

The partnership will allow for expansion of JD’s Country Cocktails through its new access to Pabst’s supply chains. It also gives the PBR brewers the distribution rights to any future malt beverages introduced by the brand.

First introduced in 1992, Jack Daniels Country Cocktails are currently available in eight flavors: Berry Punch, Black Jack Cola, Cherry Limeade, Downhome Punch, Lynchburg Lemonade, Southern Citrus, Southern Peach, and Watermelon Punch. They contain 4.8 percent ABV and are sold in 10 oz. glass bottles.

The push to expand sales through the new partnership with Pabst shows how JD and Brown-Forman are looking beyond the can for packaging options. Indeed, both companies have stepped outside of their comfort zones in the last two years in order to introduce innovative new drinks.

Jack Daniels introduced a whiskey-based RTD over the summer, which is available in three varieties: Whiskey & Soda, Whiskey & Seltzer, and Whiskey, Honey, & Lemonade. While Brown-Forman will retain full control of this separate line, which ranges from 5 to 7 percent ABV, it underscores the company’s commitment to expanding its portfolio of pre-packaged cocktails.

“Jack Daniel’s Country Cocktails has been introducing consumers to Jack Daniel’s for almost 30 years” said John Hayes, Brown-Forman president for USA and Canada. “The new partnership with Pabst will expand the availability of Jack Daniel’s Country Cocktails in this rapidly growing ready-to-drink category.”

For its part, Pabst has also significantly expanded its non-beer offerings recently. Best known for its iconic beer, which famously won its Blue Ribbon at the 1893 Chicago World’s Fair, the Milwaukee-based brewery has added options from hard coffee and hard iced tea to an imperial strength spiked seltzer.

“We are thrilled to bring together two classic American companies, both backed by iconic brands with over 150 years of American history. Jack Daniel’s Country Cocktails will form an integral part of Pabst’s expanding portfolio of flavored malt beverages, and we look forward to leveraging Pabst’s unique distribution platform to unlock the potential of one of America’s most authentic brands,” said Matt Bruhn, Pabst General Manager.

The pandemic has forced the industry to adopt new strategies over the past year, as alcohol consumption has swayed heavily from on-premise(ie: in restaurants or bars) to off-site sales, or those purchased from a grocery or liquor store and enjoyed from home.

Spirits brands, such as Jack Daniels, have been forced to pivot as a result, encouraging many to develop drinks that are meant to be enjoyed at home – or outdoors, at socially distant gatherings.

As a result of so many new products hitting the market, the aluminum supply has been particularly stressed. In the midst of a national can shortage, it is not surprising that Jack Daniels is trying to boost the profile of its classic, glass-bottled Country Cocktails.

Erin Grafton
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