Coca-Cola Europacific Partners (CCEP) is launching the first on-pack promotion for its Jack Daniel’s & Coca-Cola ready-to-drink range, giving shoppers the chance to win tickets to major live music events at Wembley Stadium.

Running until 29 June, the promotion invites consumers to scan QR codes across the full RTD range, including Original, Zero Sugar and Cherry variants, as well as new multipack formats, for a chance to win live music experiences.

Prizes will be awarded weekly and include tickets to some of the biggest concerts at Wembley Stadium this year, alongside £400 towards travel and expenses.

As part of the activation, shoppers can also enter a separate competition running until 20 April to win one of 125 pairs of tickets to see UK singer-songwriter Sam Tompkins perform live at Concorde 2 this May.

The promotion is designed to help retailers drive excitement at fixture and boost sales of the Jack Daniel’s & Coca-Cola RTD range ahead of the summer trading period.

RTD category continues to grow

The activity comes as the alcohol ready-to-drink category continues to expand rapidly, now worth more than £735m in Great Britain, with value sales forecast to grow by an average of four per cent annually between 2026 and 2028.

CCEP has been investing heavily in the segment through brand partnerships, innovation and premiumisation.

Alongside Jack Daniel’s & Coca-Cola, its RTD portfolio includes Absolut Vodka & Sprite, including a Watermelon variant, Bacardí & Coca-Cola, and Schweppes canned cocktails such as Gin Twist and Paloma Bliss.

Elaine Maher, associate director for alcohol ready-to-drink at CCEP GB, said experience-led activity was helping keep the category fresh for shoppers.

“Alcohol ready-to-drink continues to be one of the most dynamic areas of the total alcohol market, and experience-led activity like this plays an important role in keeping the category fresh and engaging for shoppers,” she said.

“Jack Daniel’s & Coca-Cola is already one of the most recognisable and trusted ready-to-drinks on shelf, and this on-pack promotion gives us a powerful way to build on that momentum by connecting the brand with live music – a cultural passion point that resonates strongly with shoppers.”

Maher added that the promotion’s simple mechanic and strong in-store visibility would help retailers drive incremental sales in the run up to summer.

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