Coca-Cola on its plans to grow in the alcoholic ready-to-drink market
Despite mixed results from its expansion into the UK’s alcoholic market so far, The Coca-Cola Company believes there remains an opportunity to seize, starting with its new partnership with Jack Daniel’s.
The Coca-Cola Company is eyeing up the opportunity in the alcoholic ready-to-drink (RTD) market, as part of its overarching strategy to put “consumer centricity” at the heart of what it does.
Last week saw the official launch of the Coca-Cola brand’s partnership with whiskey Jack Daniel’s, with the RTD cans hitting shelves across the UK this month. The product simply makes it easier for consumers to enjoy a much-loved combo, says Javier Meza, marketing senior vice-president for Europe.