Coca-Cola's Matthias Blume says the collaboration for a pre-mixed Jack Daniel’s whiskey and Coca-Cola drink makes commercial sense. The collaboration was made possible after Coca-Cola entered a global partnership with Brown-Forman, the owner of Jack Daniel’s, in late 2022. He recalled doing activations as a junior brand manager in the late 1990s with Jack Daniel’s, Coca-Cola and Bacardi in Germany. The company has already launched several aRTD products in Australia, including a Bacardi Rum drink. As for why companies do brand collaborations, Blume believed it was valuable to classify them under two categories.

Source: New Zealand Herald January 14, 2026 17:31 UTC