Jack Daniel's Tennessee Whiskey Debuts Its Iconic Ready To Drink Brand In India
The wait is finally over. Jack & Cola, often cited as the world’s most popular branded bar calls,is making its debut in India as Jack Daniel’s Tennessee whiskey announces the launch of its iconic ready-to-drink brand in select markets across the country.
According to IWSR, The Jack Daniel’s Old No.7 ready to drink cocktails are the #1 whiskey-based premix in the world and leading the global growth driver of the spirit-based premix category. Jack & Cola in a ready to enjoy format has enjoyed immense popularity across the world over the years and consumers have been eagerly awaiting its introduction in India.
To be imported in India, the launch of Jack & Cola marks the first time that a premium pre-mix whiskey-based cocktail is being made available to consumers in a convenient format in the country as well as the first time that a premium spirits brand is entering in this category. With convenience being the main driver, the ready-to-drink format has been growing at an exceptional rate globally and was the fastest growing brand for Brown-Forman during the last financial year.
This combination of real Jack and refreshing cola is perfectly mixed and ready to drink. The Jack & Cola cocktail starts with the iconic Jack Daniel’s Old No. 7 Tennessee Whiskey and is mixed with cola for a perfectly balanced drink. It highlights the flavours of the charcoal-mellowed Tennessee whiskey in a drinkable and convenient format.
Says Mr. Siddharth Wadia, General Manager – India, Middle East and North Africa, Brown-Forman Worldwide LLC, “Jack & Cola is probably the world’s best-known cocktail,and we are really excited to introduce it in India with our first ready-to-drink product in a convenient format. With alcohol based RTD format growing rapidly, we believe it is absolutely the right time to bring this to consumers here. Not only this will help us make the Jack Daniel’s brand more accessible and drive affordability, but it will also help us get new consumers to join the Jack Daniel’s family and create new consumption occasions.”
Jack & Cola is available in a can of 330 ml with 5% ABV at a price point of Rs. 175 onwards.
“We believe the future for RTDs in India is bright and we are excited with the opportunity. This Ready to Drink has already been launched in Goa and Delhi. Given the heightened consumer & trade interest witnessed across the country, we would endeavor to expand the presence in other states like Haryana, Telangana and Bengaluru in a phased manner through 2022”, says Mr. Vinay Joshi - Marketing Manager for the Indian sub-continent and Maldives.