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The partnership between Brown-Forman and The Coca-Cola Company has reached a new milestone with the expansion of their ready-to-drink (RTD) lineup. In February 2025, the brands announced the launch of a new, more "sessionable" version of their iconic Jack Daniel’s & Coca-Cola pre-mixed cocktail. This latest addition features a lower alcohol by volume (ABV) and a larger can size, specifically designed to meet shifting consumer demands for moderation and convenience.
The primary evolution in this new release is the reduction of alcohol content. While the original Jack Daniel’s & Coca-Cola RTD launched with a 7% ABV in most markets, the new single-serve format carries a 5% ABV.
According to Mary Beth O’Mara, Jack Daniel’s RTD Brand Director, the move is a direct response to the "sessionability" trend. By lowering the alcohol content, the brand aims to provide a lighter drinking experience that fits into a wider variety of social occasions – from casual gatherings to outdoor events – where consumers might prefer a slower pace of consumption without sacrificing the classic taste profile of a "bar call" Jack and Coke.
To complement the lower ABV, the brands have introduced a larger packaging format. The new 5% ABV product is being released in 16-oz (473ml) single-serve cans, an increase from the standard 12-oz (355ml) cans used for the 7% ABV version.
This 16-oz format is strategically aimed at the "grab-and-go" market, particularly within convenience stores and on-premise venues like stadiums or festivals. The larger, single-serve SKU allows retail partners to capture impulse purchases and provides consumers with a portable, easy-to-serve option that mirrors the volume of a standard pint or large mixed drink.
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The 5% ABV 16-oz cans are being introduced as permanent stock-keeping units (SKUs) and will feature national distribution across the United States. The launch includes two core variants:
These new cans are available individually with a suggested retail price (SRP) of $3.99 per can, and are also being offered in 12-can loose packs for larger retail environments.
This launch follows a year of rapid expansion for the Jack Daniel’s and Coca-Cola partnership. In 2024, the brands introduced several flavor extensions, including Jack & Coke Cherry and Jack & Coke Vanilla, to capitalize on the popularity of Coca-Cola’s flavored sodas.
The pivot toward a 5% ABV version aligns with broader industry data from the Distilled Spirits Council of the US (DISCUS), which noted that the RTD category grew by over 16% in 2024. By offering a lower-alcohol, larger-volume option, Brown-Forman and Coca-Cola are positioning themselves to compete more directly with hard seltzers and premium light beers, which typically occupy the 4% to 5% ABV range.
The introduction of the 5% ABV, 16-oz Jack Daniel’s & Coca-Cola can represent a tactical shift for the two beverage giants. By prioritizing sessionability and convenience-store-friendly packaging, the brands are ensuring that one of the world’s most famous cocktails remains relevant in a market increasingly defined by moderation and on-the-go consumption. As the RTD category continues to mature, this "lighter" classic provides a bridge between the punchy 7% ABV original and the growing demand for lower-intensity alcoholic beverages.
