Expanding its renowned line of Country Cocktails, Jack Daniel’s unveils its latest offering: Jack Daniel’s Country Cocktails Hard Tea, boasting four distinct flavors – original, peach, raspberry, and blackberry.
Hard tea, nestled within the ready-to-drink cocktails category, emerges as a significant and burgeoning market segment. As per NIQ reports, RTD consumption has surged by over 104 percent within the past two years.
Keith Cunningham, Vice President of Partnerships at Pabst, underscores the significance of hard tea’s role in this exponential growth, stating, “The high growth of the RTD category is evident, particularly with the substantial contribution of hard tea, spearheaded by a dominant market player.” Cunningham emphasizes the unparalleled advantage of aligning with Jack Daniel’s, the world’s foremost spirit trademark, in this venture.
Drawing from their research insights, Cunningham notes a compelling overlap between Jack Daniel’s Country Cocktails enthusiasts and avid consumers of non-alcoholic tea. This synergy bolsters their endeavor to swiftly embrace this novel drinking experience.
The initial rollout spans 13 states: California, Texas, Idaho, Alabama, Georgia, South Carolina, North Carolina, Tennessee, Kentucky, Illinois, Michigan, Wisconsin, and Pennsylvania. Cunningham elucidates the meticulous selection process for these launch states, emphasizing strategic criteria such as existing tea consumption trends, robust performance of JDCC products, and strong partnerships with wholesale/retail channels.
“Our strategy,” Cunningham elucidates, “is tailored towards meeting consumer demand swiftly and efficiently, leveraging our robust route-to-market capabilities.” He underscores the paramount objective of securing widespread availability of Jack Daniel’s Hard Tea across retail shelves nationwide, albeit acknowledging the imperative to earn expansion opportunities gradually.
Contrary to conventional branding strategies, Cunningham elucidates their deliberate targeting of millennial and Gen X cohorts, citing their predominant influence in driving purchases within this domain and their affinity towards the Jack Daniel’s ethos.
Highlighting the paramount role of flavors, Cunningham asserts, “Our research underscores superior product performance, particularly within our target demographic.” Bolstered by the enduring cachet of the Jack Daniel’s brand, Cunningham expresses confidence in the product’s appeal and consumer resonance.
To catalyze consumer conversion, Cunningham unveils an assertive sampling campaign complemented by a strategic collaboration with Luke Combs’ Tailgate Tour, aiming to amplify brand visibility and consumer engagement.
In Cunningham’s words, “We are confident in the unparalleled sensory experience offered by each flavor, backed by the formidable reputation of the Jack Daniel’s brand.”
