(Photo: Jack Daniel's)
Jack Daniel's is expanding its malt-based Country Cocktails lineup with a quartet of new flavors that puts a twist on the trends.
On Thursday, the whiskey giant unveiled Country Cocktails Hard Tea in collaboration with the Pabst Brewing Company. Available in Original, Peach, Raspberry and Blackberry flavors, the 5%-ABV sippers promise to combine black tea and "true-to-fruit" flavor.
"We are excited about our launch of Jack Daniel's Country Cocktails Hard Tea entering the fast-growing hard tea category. Through our partnership with Brown-Forman and the iconic Jack Daniel's brand, we've developed a new twist on the beverage that pays homage to its traditional southern roots," Pabst VP of Partnerships Keith Cunningham said in a news release. "All four of our great flavors each shine in their own way. It'll be hard to choose a favorite, but every flavor is guaranteed to deliver a smooth, bright and refreshing experience for consumers."
Though an increasing number of hard tea brands are beginning to hit the shelf, the market stands in the shadow of a single category-defining giant. Twisted Tea — brewed by the Boston Beer Company, makers of Truly Hard Seltzer, Samuel Adams and Angry Orchard — reportedly controls 90% of the American hard tea market share.
Up-and-comers like Arnold Palmer Spiked and Arizona Hard Tea are left to duke it out among themselves. Pabst is no stranger to the concept, having debuted Pabst Blue Ribbon Hard Tea back in 2020.
An easy way to stand out is by releasing a spirits-branded malt-based beverage (paradoxical as it may sound). Earlier this week, Jim Beam expanded its Kentucky Coolers range with Orange, Peach, Blueberry and Strawberry flavors. Before that, we've witnessed Captain Morgan Rum, Smirnoff Vodka and El Jimador Tequila venture into the nascent category.
If you'd like to learn more about Jack Daniel's latest launch, find more info here.
[botmc-promo]
