The CEO of Brown-Forman has positioned the double-branded Jack Daniel's and Coca-Cola premix as a gateway through which to drive consumer engagement with the American whiskey's wider portfolio.
The tie-up between Brown-Forman and The Coca-Cola Co was unveiled almost exactly a year ago, when Mexico was confirmed as the debut market for the RTD. Since then, the product has rolled out to eight other markets, including the US at the end of March.
In results for the 12 months to the end of April, announced earlier this week, the Jack Daniel's brand owner credited the line extension for drivin
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