Jack Daniels and Drinkworks team up for cocktails in a pod

12 May 2020

Jack Daniels Lynchburg Lemonade is now conveniently in a pod. Through a partnership between Brown-Forman and Drinkworks, the classic lemonade, whiskey, triple sec combination is now available for a limited time with the touch of a button on the Drinkworks Home Bar system.

Drinkworks was an idea that emerged in 2017 as a joint venture between beer giant Anheuser-Busch and American beverage producer Keurig Dr Pepper. The aim was to create a cocktail dispensing system, much in the spirit of K-cup coffee. After a year, the Drinkworks Home Bar system appeared on the U.S. market and is now available in 11 states, according to Marketwatch.

Jack Daniels and Drinkworks team up for cocktails in a pod
Image courtesy of Drinkworks

Jack Daniel’s Lynchburg Lemonade is the latest collaboration to come out of the project with the introduction of Brown-Forman brands into the fold. Brown-Forman owns brands, including Jack Daniels, El Jimador tequila and Finlandia vodka. Although this is a limited-time release, it will not be the last from the Brown-Forman-Drinkworks collaboration. The duo is planning to create margaritas, Manhattans and French martinis with releases reported to begin in mid-2020.

Already the system offers more than 20 beverage options, including a mojito and a Moscow Mule. These boozy K-cups are sold in 4-packs and variety 12-packs at a cost of $15 to $19 or $50 to $55 per tube respectively. On a per drink basis, that averages out to $4-5 a cocktail.

Creating a cocktail from these pods simply requires still or sparkling water and the touch of a button, which can make happy hour a breeze. While this machine could begin to raise questions about sustainability - much like the Keurig machine did - there is a convenience factor that could play in nicely for those who are relegated to their houses due to COVID-19 quarantine restrictions.

In fact, data show that the alcohol industry has benefitted from people being pinned up at home. Sales of alcohol skyrocketed 55% in the third week of March when compared to the same time a year ago, according to Nielsen data.

Drinkworks seems to be taking advantage of the trend. In March, the company announced another partnership with Los Angeles-based Golden Road Brewing to bring four of its wheat brews - Mango Wheat, Blood Orange Wheat, Pineapple Apricot Wheat and Strawberry Guava Wheat - to consumers’ homes in pod-form.

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