Brown-Forman to end Pabst deal as RTDs boom
Jack Daniel’s owner Brown-Forman will end its partnership with Pabst Brewing Company in July after five years, bringing production of its malt-based canned cocktails in house.
The two US companies forged a partnership in April 2021, providing Pabst with production, sales, marketing, and distribution rights for Brown-Forman’s malt-based ready-to-drink (RTD) range, Jack Daniel’s Country Cocktails.
The collaboration also enabled brewing firm Pabst to create new flavoured malt beverages (FMB), which led to the launch of the higher-ABV Jack Daniel’s Bolder line, the Jack Daniel’s Hard Tea line, and the ‘Tequila-inspired’ El Jimador Spiked Bebidas.
From 7 July 2026, Brown-Forman will take over the supply, sales, marketing, and distribution for these products. The company will also oversee the supply chain and commercial operations for these brands as part of Brown-Forman’s ‘broader strategic focus’ on the RTD sector.
“We have enjoyed working with the talented team at Pabst over the last few years to drive growth and innovation across our FMB portfolio,” said Robinson Brown IV, senior vice-president and managing director, US and Canada, Brown-Forman.
“Moving forward, bringing these brands in-house allows us to take greater control of our ready-to-drink strategy during a period of increased consumer demand.
“By centralising our efforts, we are better positioned to accelerate the portfolio’s momentum and maximise its future impact.”
Pabst CEO Greig DeBow said the end of the partnership would enable the Texas-based business to “reallocate resources toward execution and innovation” for its core portfolio.
Both companies will work together to maintain product availability until the end of the agreement.
Brown-Forman will release its financial results for the third quarter (November-January) and the year to date tomorrow (4 March).
In the six months to 31 October 2025, the Jack Daniel’s RTD/ready-to-pour portfolio saw organic sales fall by 4%, mainly due to the ban on American-made alcohol from retail shelves across most Canadian provinces.
El Jimador Tequila-based New Mix RTD, on the other hand, soared by 30% driven by Mexico.
The US spirits firm noted the potential for both Jack Daniel’s and the RTD category in Mexico in its Investor Day last October.
According to Brown-Forman’s Americas vice-president, there is a “significant” runway for growth” for its “14-million-case RTD business” in Mexico – the group’s third-biggest market.
The Jack Daniel’s RTD range (excluding Country Cocktails) sold 10.5 million cases in 2024, based on figures provided by Brown-Forman for The Brand Champions 2025 report.
New Mix was the world’s fifth-biggest-selling RTD brand in 2024. It sold 10.9m cases, an increase of 8.4% on the year prior.
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