Brown-Forman and Pabst End Partnership on Jack Daniel’s Flavored Malt Beverages

(Photo: Jack Daniel’s)

Brown-Forman and Pabst Brewing Company are ending their five-year partnership on flavored malt beverages, including the Jack Daniel’s Country Cocktails line, the company announced Monday. The transition will be effective July 7, with Brown-Forman assuming full control of production, marketing, sales and distribution.

The collaboration began in 2021, when Pabst was granted exclusive rights to produce and market Brown-Forman’s Jack Daniel’s Country Cocktails FMB line, and later expanded to include Jack Daniel’s Bolder, Jack Daniel’s Hard Tea and el Jimador Spiked Bebidas. Brown-Forman retained ownership of all trademarks and assets.

“We have enjoyed working with the talented team at Pabst over the last few years to drive growth and innovation across our FMB portfolio,” Robinson Brown IV, senior vice president and managing director, United States and Canada, Brown‑Forman, said in a news release. “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 centralizing our efforts, we are better positioned to accelerate the portfolio’s momentum and maximize its future impact.”

Pabst CEO Greig DeBow noted that the split allows the company to focus on its core brands. “This transition will allow us to reallocate resources toward execution and innovation within our core portfolio of iconic brands. We’re excited to continue delivering on the beverages we’re best known for while creating new drinks that delight consumers”

Sales Trends and Market Context

Jack Daniel’s Country Cocktails has seen declining off-premise sales in the past year, according to data reported by Brewbound. Dollar sales dropped 7.9% year-over-year over the last 52 weeks, while case volume fell 8.5%. Early 2026 data shows modest improvement, with dollar sales down 2.6% and volume down 3% year-to-date (YTD) through January.

The Jack Daniel’s Country Cocktails brand, first introduced in 1992, competes in a growing ready-to-drink category that has seen shifts in consumer preferences and increased competition from other spirits and hard seltzer brands.

By taking production in-house, Brown-Forman aims to align the RTD line with its broader strategy, ensuring tighter supply chain oversight and centralized commercial operations. The move signals the company’s intention to drive growth in a category that remains strategically important despite recent sales declines.