Coca-Cola Europacific Partners (CCEP) has announced a strategic overhaul of its Jack Daniel’s & Coca-Cola ready-to-drink (RTD) offerings, introducing a new 330ml sleek can design. This move aligns with the industry’s shift towards premium “modern drinking” experiences, reinforcing the brand’s status as the leading alcohol RTD in Great Britain.
Since its launch in March 2023, the Jack Daniel’s & Coca-Cola collaboration has dominated the alcoholic beverage market, achieving over £105 million in value sales. However, as the RTD segment evolves, consumer tastes are moving towards sophisticated, premium formats over traditional, high-volume “value” options.
The redesigned cans — available in Original Taste, Zero Sugar, and Cherry variants — cater to this premiumisation trend. Consumer testing indicated a strong preference for the new design, with 79% of shoppers favouring the sleek silhouette, and 65% expressing a likelihood to choose it over traditional packaging.
The alcohol RTD category remains the fastest-growing segment in the UK beverage market, valued at over £722 million. With projected growth of 4.4% by 2028, CCEP’s strategy targets “modern drinking occasions,” such as outdoor gatherings and high-end impulse purchases, where product aesthetics and portability are increasingly important.
Elaine Maher, associate director for alcohol RTD at CCEP GB, stated, “We’ve taken the number one ready-to-drink and made it even better. It’s the same iconic serve, but now with a bold new look that’s made for modern drinking occasions. There is a real opportunity for retailers to capitalise on the premium appeal.”
The rollout has begun in convenience stores and is set to launch fully across grocery channels in March. To ensure premium positioning translates to sales, CCEP is employing a “cold is sold” strategy, providing retailers with vibrant in-store activations and digital assets for high-visibility placement in chilled sections.
Beyond aesthetics, the sleek format offers logistical advantages. The slimmer profile enhances merchandising in chilled cabinets and provides sustainability benefits through reduced packaging materials and optimised transport density.
Industry analysts view this as both a defensive and offensive strategy. By adopting a sophisticated visual identity, Jack Daniel’s & Coca-Cola strengthens its position against rising competition from craft spirit mixers and premium seltzers. As the “premium” label continues to yield higher margins across the FMCG sector, the transition to sleek cans sets a precedent for legacy brands aiming to capture the next wave of “grab-and-go” luxury consumers.
