Jack Daniel’s & Coca-Cola RTD Live Music Promotion

Coca‑Cola Europacific Partners (CCEP) has launched its first on-pack QR-code promotion for the Jack Daniel’s & Coca-Cola ready-to-drink (RTD) range, giving consumers the chance to win concert tickets for Wembley Stadium events. Running through June 29, shoppers who scan codes on Original, Zero Sugar and Cherry cans (including new slimline 330ml formats) can win weekly prizes of Wembley concert tickets with £400 travel funds. A secondary draw (open until April 20) offers 125 pairs of tickets to see UK artist Sam Tompkins in Brighton.

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Promotion Details and Market Context

The promotion is explicitly designed to create in-store excitement and boost RTD sales ahead of the summer season. It follows CCEP’s recent redesign of the Jack Daniel’s & Coca‑Cola cans into a sleeker 330ml format, underlining a full-funnel strategy of product innovation plus experiential marketing. Convenience retailers are being encouraged to use point-of-sale (POS) displays and digital assets from MyCCEP.com to highlight the campaign.

This activation comes as the UK RTD category is a standout growth segment. Industry data shows the alcohol RTD market in Great Britain is now worth £735+ million and projected to grow around 4% annually (2026–28). CCEP notes that RTDs are “one of the most dynamic areas” of alcohol retail, reflecting trends toward convenient, on‑the-go drinking occasions. Beverage analysts also highlight that RTD innovations—such as flavored variants and premium mixes—are unlocking new consumers, with rum-based RTDs up 10% in Europe since 2024. In this context, CCEP’s associate director Elaine Maher argues that “experience-led” promotions are key to keeping the category fresh and engaging. Tying Jack Daniel’s & Coke to live music taps into a strong cultural affinity: the brand is “recognisable and trusted,” and music is a “passion point” for many shoppers.

Behind the scenes, CCEP has been deepening its music partnerships. In late 2025 it secured a five-year exclusive RTD partnership with Wembley Stadium, making its portfolio the official ready-to-drink supplier for concerts and matches. The Jack Daniel’s & Coke promotion leverages that relationship, aligning retail consumers with the venue’s live-event audience. As CCEP notes, Wembley hosts millions of visitors each year, so the brand integration at both points (in-store and on-site) is very strategic.

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Competitive Campaigns & Industry Examples

This on-pack music promotion fits a broader industry trend of linking RTD brands with live experiences. Other RTD marketers have used similar tactics to stand out:

• Costa Coffee RTDs – Festival Ticket Giveaways: In summer 2024, Coca‑Cola’s Costa Coffee RTD range ran an on-pack promotion offering tickets to UK music festivals (Boardmasters, Y Not, Kendal Calling) via QR codes. CCEP even partnered with Boardmasters to tie the campaign to a festival activation. That campaign included 2,000+ instant-win prizes (e‑vouchers, etc.) alongside festival ticket draws, and was supported by social media, sampling and out‑of‑home ads.
• Bacardí & Coca-Cola Spiced RTD – “Bring the Party Home”: CCEP’s new BACARDÍ & Coke Spiced (launched March 2026) was backed by a 12-week on-pack QR-code campaign. Shoppers could win high-end party gear (Bluetooth turntables, speakers, headphones) weekly, plus a monthly “DIY House Party” kit with DJ equipment and branded cans. This promotion illustrates another flavor-focused activation: leveraging a contest to raise awareness of a new variant.
• Industry Partnerships (Live Events): More broadly, alcohol brands frequently partner with music events. For example, Smirnoff Vodka has worked with Live Nation UK to create branded festival activations (solar-powered bars, DJ booths) that reinforce product image and sustainability messaging. While not RTD products per se, these case studies show the power of live music tie‑ins for alcohol brands.

Compared to these, the Jack Daniel’s & Coke promotion is distinctive in its focus on mainstream stadium concerts and broad distribution in retail. It’s the first on-pack promo of its kind for the Jack Daniel’s & Coke RTD line, giving CCEP a first-mover advantage. The key is the experience angle: rather than just a price promo or gift-with-purchase, the brand is offering aspirational prizes that align with its identity. For context, CCEP emphasizes this approach: Maher notes that by combining “simple mechanic[s], compelling prizes and strong in-store visibility,” the campaign can recruit new drinkers and drive incremental sales. Other CCEP RTDs (Absolut & Sprite, Schweppes cocktails) have been promoted with similar activations, but none has yet leveraged a prize pool of this scale tied to live events.

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Retail Activation and Execution

For brand owners and retailers, the success of this promotion hinges on visibility and activation at the point of sale. Convenience and grocery stores should treat this as a summer fixture driver. CCEP has supplied POS elements (posters, shelf-talkers, digital banners) via MyCCEP.com. Retailers can use these to create eye-catching displays – for example, stacked cans with on-pack promo labels and Wembley imagery – and to inform staff so they can tout the giveaway to customers.

Importantly, QR codes require consumer action, so signage should clearly communicate the prize (Wembley concert tickets) and simple entry steps. Retailers might encourage scanning by hosting a demo (with consent for age-checking) or by linking it to loyalty programs. The Sam Tompkins prize could be merchandised near the Jack Daniel’s freezer or chillers, since it’s a limited-time effort.

From a category perspective, this is an opportunity for retailers to capitalize on the summer uptick in RTD demand. RTDs often see volume spikes in warmer months, so the campaign’s timing is ideal. CCEP itself notes that in-store theatre and promotional “buzz” around RTDs can drive incremental sales and value growth. Stores should also ensure compliance: the on-pack QR flow requires age verification (the promotion site likely gates for 18+), so staff must be prepared to check IDs when needed.

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Strategic Recommendations for Brand Leaders

For brand owners and marketing executives, this promotion offers several strategic lessons:

• Leverage Cultural Partnerships: Aligning your brand with high-profile events (like Wembley concerts) can amplify reach. CCEP’s exclusive stadium deal shows the value of exclusivity in consumer perception. Consider similar partnerships that match your brand image. For example, if your RTD brand skews young and social, partner with summer festivals or sports events. Ensure authenticity: Jack Daniel’s has a legacy in music culture (sponsoring Guitar Festivals, for instance), which strengthens this tie-in.
• Emphasize Experience and Digital Integration: Modern consumers value experiences. Promotions that offer moments (concerts, trips) can be more compelling than cash rebates. Use technology (QR codes, social media) to bridge physical products and digital engagement. Track redemption data to gauge which variants and channels perform best. For instance, if data shows Cherry variant scans dominate, future marketing can highlight that SKU.
• Support Retail Execution: Provide clear retailer toolkits. CCEP’s use of MyCCEP.com to distribute assets is a best practice. Encourage retailers to feature the promotion in window decals, shelf signs and social posts. Training store staff with promotional talking points can increase uptake. Also, consider incentive programs: akin to CCEP’s Costa Coffee campaign (which offered retailers cash prizes for promotion support), you might reward outlets that achieve high engagement or volume lifts.
• Maintain Brand Consistency: Even while innovating with promotions, keep your core brand message clear. The Jack Daniel’s & Coke cans remain visually familiar; the on-pack promo adds a new element without obscuring the brand identity. Similarly, any premium or flavored variant (like the new slim can or the Spiced rum) should fit your portfolio logic. Bacardi’s Spiced launch, for example, built on “rum-based RTDs” and used a party theme in line with their party-spirited image.
• Plan the Post-Promotion Follow-Up: Ensure you capture contest entrants’ data (opt-in emails, app sign-ups) to build your customer base for future marketing. Also, analyze the promotion’s ROI: measure sales lift versus baseline, track social/media chatter, and survey consumer sentiment. Learn which prizes drove the most engagement (festivals vs. individual concerts, etc.) for next year. In this case, feedback from retailers on how the promotion translated to sales will be crucial for refining on-pack mechanics or prize choices.
• Balance Short-Term Uplift with Long-Term Value: While ticket giveaways can spike interest, maintain a long-term view. Continue innovating with variants (e.g. low-calorie “Zero Sugar” lines) and premium packaging to attract repeat customers beyond the promo period. Monitor if the on-pack campaign draws new buyers who may continue purchasing after the contest ends.

By combining data-driven insights with creative marketing, RTD brands can use promotions like this to strengthen brand equity and drive growth. As CCEP’s campaign illustrates, tapping into shoppers’ passions (music, summer outings) – and making it easy to participate via QR codes - can turn a simple purchase into a memorable experience.