( MO: down $0.10 to $54.34, Research, Estimates) were little changed. Shares of Miller parent company Philip Morris Cos. Miller Brewing, most famous for its beer, is also marketing a number of other malt drinks, including SKYY Blue.īrown-Forman ( BF.B: down $0.90 to $78.70, Research, Estimates) shares fell in afternoon trading on the New York Stock Exchange. Louisville, Ky.-based Brown-Forman makes Jack Daniels Whiskey, Southern Comfort liqueur and other alcoholic beverages. The company hasn't set a specific price for the drink, preferring to wait and see how its competitors perform during the summer. The company expects to ship about 5 million cases, containing 24 12-ounce bottles, of the drink in the second half of 2002. Brown-Forman spokesman Phil Lynch said a national marketing campaign will coincide with the product's September roll-out in stores. longneck bottles, with a label similar to that of Jack Daniels Whiskey. The cola will sell in 6- and 12-packs of 12-oz.

It will taste like a dark cola, combined with the flavor of Jack Daniels whiskey.

The new drink's name is also reminiscent of another 'malternative' beverage, Mike's Hard Lemonade. ( BUD: down $0.51 to $50.44, Research, Estimates) product Bacardi Silver, Skyy Spirits product SKYY Blue and many more. ( RKY: down $0.18 to $67.89, Research, Estimates), being followed by Diageo PLC product Smirnoff Ice, Anheuser-Busch Cos. That category has become a crowded field, with the pioneering Zima, a product of Adolph Coors Co. '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. 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. America's craving for bizarre beverages now has another potential savior - a cola that can get you drunk.īrown-Forman Beverages Worldwide, which makes Jack Daniels, and Miller Brewing Co. Move over, hard lemonade and Zima: Jack Daniels and Miller Brewing prepare to debut hard cola. Jack Daniels, Miller Brewing introduce hard cola - May.

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