Two of the largest beverage alcohol producers in the country are teaming up.
Pabst Brewing Company and Jack Daniel’s maker Brown-Froman today announced a partnership in which Pabst will produce, sell and distribute Jack Daniel’s Country Cocktails, the whiskey brand’s line of flavored malt beverages.
“We are thrilled to bring together two classic American companies, both backed by iconic brands with over 150 years of American history,” Pabst general manager Matt Bruhn said in a press release. “Jack Daniel’s Country Cocktails will form an integral part of Pabst’s expanding portfolio of flavored malt beverages, and we look forward to leveraging Pabst’s unique distribution platform to unlock the potential of one of America’s most authentic brands.”
The deal will take effect April 1, and specifies that Brown-Forman will retain full ownership of Jack Daniel’s Country Cocktails’ trademarks and other assets. Pabst’s national accounts and field sales teams will be responsible for sales to distributors and retailers in the U.S. and domestic military markets.
Last year, Los Angeles-headquartered Pabst entered an agreement with contract brewer City Brewing Company to produce its beers and other offerings through 2040. And last month, the company closed on its purchase of Molson Coors Beverage Company’s Irwindale, California-based production facility. Jack Daniel’s Country Cocktails, which are primarily available in 10 oz. bottles, will be produced at a co-packing partner facility, a Pabst spokesperson told Brewbound.
The FMB segment’s off-premise sales have skyrocketed in 2020. Year-to-date through late November, dollar sales of FMBs at off-premise retailers have increased 70.5%, to $6.371 billion, over the same period last year, according to market research firm IRI.
Brown-Forman is hardly a newcomer to the segment. The company launched Jack Daniel’s Country Cocktails in 1992.
“Jack Daniel’s Country Cocktails have been introducing consumers to Jack Daniel’s for almost 30 years,” Brown-Forman SVP, President USA and Canada John Hayes said in the release. “The new partnership with Pabst will expand the availability of Jack Daniel’s Country Cocktails in this rapidly growing ready-to-drink category.”
The Jack Daniel’s Country Cocktails line offers eight flavors: Berry Punch, Black Jack Cola, Cherry Limeade, Downhome Punch, Lynchburg Lemonade, Southern Citrus, Southern Peach and Watermelon Punch. A line of Jack Daniel’s spirits-based canned cocktails will remain with Brown-Forman and is not part of the Pabst partnership; the new offerings are in 14 test markets.
Pabst has expanded its beyond beer portfolio to include Pabst Stronger Seltzer and Pabst Hard Coffee.