The RTD alcohol category has exploded over the past couple years, as consumers look for more bang for their cocktail buck in an all-in-one to-go beverage. Nielsen recently reported that 50% of total alcohol innovation dollars today come from RTDs, with sales expected to top $40 billion by 2027.
Jack Daniel’s tested the brand’s new RTD canned Country Cocktails Hard Tea earlier this year in 13 test markets and has now announced its nationwide release this fall in select retail and convenience stores. The malt beverage is available in a 12-can variety pack containing four flavors: Original, Peach, Raspberry and Blackberry. The Original and Peach flavors are also offered in 16-ounce. and 23.5-ounce single serve cans.
The brand, a partner with the Academy of Country Music, has tapped two-time CMT Music Award winner (and youngest ever Grand OIe Opry member) Lauren Alaina to serve as the Hard Tea ambassador. Per the announcement, “Alaina’s small town Georgia roots, love for comfort and authenticity make her the perfect ambassador for a beverage that prides itself on delivering a taste of the South in every sip.”
To further promote the RTD national rollout, Jack Daniel’s Country Cocktails has also partnered with Southern Living magazine on a Lauren Alaina sweepstakes. Those who enter have the chance to win a pair of tickets and flights to meet Alaina at her concert in Las Vegas at the Green Valley Ranch Backyard Amphitheater on Oct. 25. The sweepstakes runs online until Oct. 11.
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