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News
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Cola wars add spirited edge
Move over, hard lemonade and Zima: Jack Daniels and Miller Brewing prepare to debut hard cola.
May 20, 2002: 5:04 PM EDT

NEW YORK (CNN/Money) - Vanilla Coke too sweet? Blue Pepsi too ... blue? Never fear. America's craving for bizarre beverages now has another potential savior -- a cola that can get you drunk.

Brown-Forman Beverages Worldwide, which makes Jack Daniels, and Miller Brewing Co. plan to introduce Jack Daniels Hard Cola, which will have 5 percent alcohol by volume, in bars and restaurants by July and in stores by September.

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"We believe Jack Daniel's Original Hard Cola will be a great competitor in the flavored malt beverage category," Brown-Forman Spirits President Michael Cheek said in a press release.

That category has become a crowded field, with the pioneering Zima, a product of Adolph Coors Co. (RKY: down $0.18 to $67.89, Research, Estimates), being followed by Diageo PLC product Smirnoff Ice, Anheuser-Busch Cos. (BUD: down $0.51 to $50.44, Research, Estimates) product Bacardi Silver, Skyy Spirits product SKYY Blue and many more.

Jack Daniels Hard Cola  
Jack Daniels Hard Cola

The new drink's name is also reminiscent of another "malternative" beverage, Mike's Hard Lemonade. It will taste like a dark cola, combined with the flavor of Jack Daniels whiskey.

The cola will sell in 6- and 12-packs of 12-oz. longneck bottles, with a label similar to that of Jack Daniels Whiskey. Brown-Forman spokesman Phil Lynch said a national marketing campaign will coincide with the product's September roll-out in stores.

The company expects to ship about 5 million cases, containing 24 12-ounce bottles, of the drink in the second half of 2002. The company hasn't set a specific price for the drink, preferring to wait and see how its competitors perform during the summer.

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Louisville, Ky.-based Brown-Forman makes Jack Daniels Whiskey, Southern Comfort liqueur and other alcoholic beverages. Miller Brewing, most famous for its beer, is also marketing a number of other malt drinks, including SKYY Blue.

Brown-Forman (BF.B: down $0.90 to $78.70, Research, Estimates) shares fell in afternoon trading on the New York Stock Exchange. Shares of Miller parent company Philip Morris Cos. (MO: down $0.10 to $54.34, Research, Estimates) were little changed.  Top of page






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Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.