Brown-Forman teams up with DrinkworksBy Nicola Carruthers
Jack Daniel’s owner Brown-Forman has partnered with beverage innovation company Drinkworks to create cocktails that can be made using an at-home alcohol dispenser.
Drinkworks is a joint venture between beer giant Anheuser-Busch and American beverage producer Keurig Dr Pepper, created with the aim of inventing a dispensing system that could work with beer, wines, spirits, cocktails and mixers.
The collaboration will see cocktails made with Brown-Forman brands offered through the Drinkworks Home Bar system by Keurig.
Brands including Jack Daniel’s, Gentleman Jack, Herradura Tequila and Chambord liqueur will be used to make serves such as Margaritas, Manhattans and French Martinis.
“By using the Drinkworks Home Bar system, consumers can serve premium cocktails crafted with well-known brands such as Jack Daniel’s Tennessee Whiskey, Gentleman Jack, Chambord and Herradura,” said Erin Schlader, senior vice president, Brown-Forman.
“Many people love cocktails and want to offer variety without worrying about recipes or a list of ingredients. The Drinkworks Home Bar is a great innovation and Brown-Forman is proud to be at the forefront.”
The initial serves are expected to launch in mid-2020. The Drinkworks Home Bar by Keurig is available to buy in Missouri, Florida, California, Pennsylvania and New York, as well as online at Drinkworks, in stores and online retailers.
Drinkworks CEO Nathaniel Davis added: “We could not be more thrilled to launch our first cocktail partnership with Brown-Forman, a company with amazing brands and steeped in history.
“Our goal has always been to elevate at-home entertaining experiences, and we’re excited to add even more variety to our growing cocktail portfolio with spirits from brands our users already love and trust.”
Earlier this year, alcohol e-commerce start-up Thirstie partnered with Drinkworks to provide a streamlined purchasing system for its products.