The confirmation this week of a global tie-up between Brown-Forman and The Coca-Cola Co for their namesake brands has a ‘what took you so long?’ air about it - but I’ll wager resistance to bedding up didn’t come from the most obvious partner.
Readers of a certain age - myself included - have been on first-name terms with Jack Daniel’s and Coca-Cola for all of our LDA lives. If we were in a bar in the 1980s, at least one of our party - maybe even ourselves - was having a ‘JD & Coke’. Why have we been made to wait until 2022, then, for a branded premix from the pair?
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