The combination brings together “two of the world’s most recognizable and valuable trademarks,” the companies said in a press release, and will include “clear responsibility symbols” to indicate the beverage is for legal-aged drinkers. It will typically have 5% alcohol by volume, but that will vary depending on country.
Brown‑Forman CEO Lawson Whiting said that the partnership “brings together two classic American icons to deliver consumers a taste experience they love in a way that is consistent, convenient, and portable.” He added that the new drink will “accelerate expansion and continue to grow our business around the world.”
Mexico was picked as a launch market because both brands are popular there and the country has a well-developed ready-to-drink market, a Brown-Forman spokesperson told CNN Business. A US launch is intended for sometime in 2023.
Sales of canned cocktails have exploded as drinkers look for convenience and new flavors beyond wine and beer. The beverage category grew 53% last year and is projected to grow another 29% over the next three years, according to data from IWSR Drinks Analysis.