Jack Daniel’s & Coca-Cola pivot to ‘sleek’ format
Coca-Cola Europacific Partners (CCEP) has announced a strategic brand evolution for its flagship Jack Daniel’s & Coca-Cola ready-to-drink (RTD) portfolio, replacing traditional packaging with a new “sleek” 330ml can.
The move signals a broader industry shift toward the premium “modern drinking” category, as the brand looks to solidify its position as the top-performing alcohol RTD in Great Britain.
Since its high-profile debut in March 2023, the Jack Daniel’s & Coca-Cola partnership has become a juggernaut in the alcoholic beverage space, generating over £105 million in value sales. However, as the RTD segment matures, consumer preferences are shifting from high-volume, “value” formats to more sophisticated, premium options.
The new 330ml sleek cans — spanning the Original Taste, Zero Sugar, and Cherry variants — are designed to address this “premiumisation” trend. Consumer testing revealed a significant preference for the updated look, with 79% of shoppers favoring the sleek silhouette over the traditional “chubby” can, and 65% stating they would actively choose it on the shelf.
The alcohol RTD category is currently the fastest-growing segment in the UK beverage market, valued at over £722 million.
With growth forecasts of 4.4% by 2028, CCEP’s strategy focuses on “modern drinking occasions,” such as outdoor social gatherings and high-end impulse purchases, where portability and aesthetics carry more weight.
“We’ve taken the number one ready-to-drink and made it even better,” said Elaine Maher, associate director for alcohol RTD at CCEP GB. “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 already commenced in convenience stores nationwide and is slated for a full grocery-channel launch in March. To ensure the premium positioning translates to sales, CCEP is leaning into a “cold is sold” strategy, providing retailers with vibrant in-store activations and digital assets to secure high-visibility placement in chilled sections.
Beyond aesthetics, the company highlighted that the sleek format offers logistical efficiencies. The slimmer profile allows for better merchandising in chilled cabinets and offers sustainability benefits through reduced packaging materials and optimised transport density.
Industry analysts view the move as a defensive and offensive play. By adopting a more sophisticated visual identity, Jack Daniel’s & Coca-Cola is insulating itself against rising competition from craft spirit mixers and premium seltzers.
As the “premium” label continues to drive higher margins across the FMCG sector, the transition to sleek cans serves as a blueprint for how legacy brands can refresh their image to capture the next generation of “grab-and-go” luxury consumers.
