On Jack and Coke canned cocktails and peanut butter and jelly ratios
Putting Jack Daniel's and Coca-Cola's classic drink in a can is a bit of an issue for me. Mostly because it made me hungry for an iconic sandwich.
One thing they don’t teach young men is how to effectively order drinks — with a purpose — at the bar.
In my early 20s, I remember feeling nervous and totally unsure of myself going through the exercise. Why? Because my first drink orders consisted of vodka and cranberry juice, Malibu rum and Sprite and Stella Artois. I thought I was really doing something with that third one.
When I settled on Jack and Coke, it felt like I finally found a go-to choice. It was familiar due to the soft drink inclusion. It was dark, which led to less perceived judgment compared to the red and clear drinks I sipped on previously. Most importantly, it felt substantive. I felt that drink. That signature Jack bite is ever-present in the carbonated cocktail.
Over time, Jack and Coke moved further down the cocktail power rankings as Old Fashioneds, Manhattans, Sazeracs, Penicillins and French Connections found their way to No. 1 status during my life. However, I’ve always found usefulness for Jack and Coke in particular locales and situations, including:
On the airplane. Easiest cocktail to make.
At an open bar wedding. In my opinion, many event bartenders aren’t that good. But, Jack and Coke is hard to mess up so it’s a safe choice.
Pregaming with friends. Caveat here is if you are lacking resources and need something quick. It always works.
However, after exhausting all scenarios, I’m left to wonder if this canned cocktail would be right for me. For the bands attached to the can, the obvious sell is convenience.
"This relationship brings together two classic American icons to deliver consumers a taste experience they love in a way that is consistent, convenient, and portable," Lawson Whiting, CEO and president of Brown-Forman Corporation, stated. "Brown-Forman has been a leader in the ready-to-drink category since we launched our first Jack Daniel's RTD more than 30 years ago. Coca-Cola perfectly complements Jack Daniel's and our existing RTD offerings, enabling us to accelerate expansion and continue to grow our business around the world."
The thought of this canned cocktail finding new customers and building brand loyalty is an interesting thought. Can packaging make that much of a difference? Did consumers become more loyal to Smuckers because they combined peanut butter and jelly to make Goober Grape? That product, while fun and innovative, always felt more like a novelty versus a signature item. Again, it’s two items!
But, if I’m being honest, I know why this canned cocktail would likely be a no for me.
Who are you, Mr. Daniel and Mr. Cola, to legislate how much Jack and his much Coke I get in my drink?? Who are you, Mr. Smuckers, to legislate how much peanut butter and jelly I put on my bread for a sandwich?? That decision is between me and God!
Coincidentally, I like my Jack and Coke and my PB&J with a 70/30 ratio. 70% Coke. 70% peanut butter. (Sidenote: After being loyal to Jif forever, now I’ll only eat organic creamy peanut butter. Laura Scudder is my favorite.)
The beauty of Jack and Coke and PB&J is that you can make it uniquely you’re own. Some go 50-50, others go 30-70 and the courageous 90-10. We call those people, “savages”. My fear is that the ratio in that can will not be to my liking — it’s 5% ABV, which is the equivalent of a White Claw — and I’ll be drinking a minimally spiked Coke while being upset with my poor decision.
And maybe that’s the true selling point — it’s a lightweight gateway for younger sippers who can access a signature cocktail without the overuse of alcohol. I mean, do you see how many hard seltzers are on the shelves now?
Which means I’ll probably look like a fool in a few years when twentysomethings around the globe are cracking cans of Jack and Coke for brunch and at the tailgate.