Megan Walker, Brand Experience Manager at Mike's Hard Lemonade
, sees hard seltzers as a major growth sub-category within FMBs.
"Retailers are starting to ask us to not only disrupt the consumer at point-of-purchase but also to engage with that consumer at point-of purchase as well," says Kevin Brady, director of brand commercialization, at Mike's Hard Lemonade
Co., based in Chicago.
Mike's Hard Lemonade
continues to enhance its brand with new products.
Kevin McLaughlin of Mike's Hard Lemonade
and Brendan Light of Buzzback Market Research described an online research project that the Mike's team used for making final design decisions on their new six-pack case of Mike's Hard Tea.
California has voted in favor of raising the tax on flavored malt beverages (FMB) such as Mike's Hard Lemonade
and Smirnoff Ice, by classifying them as distilled spirits rather than under their current classification of beer, which is taxed at a lower rate.
The Kroger effort will begin with campaigns for InBev SA's Bass Ale and Stella Artois brands, Gambrinus Co.'s Ebenezer and Red Hook brands, and Mike's Hard Lemonade
Co.'s Mike's Hard Lemonade
I celebrated my new beach bod with a boat of nachos and a Mike's Hard Lemonade
Starting in January, malternatives such as Mike's Hard Lemonade
and Zima could be sold only at liquor stores and licensed drinking establishments.
The makers of alcopops maintain that they discourage underage consumption, but the wink-at-the-kids tone of the Mike's Hard Lemonade
Web site, for example, undermines that claim: "Mike says you gotta be of legal drinking age to enter this site or else the government's gonna trip all over his head."
Even the broad import number is misleading by over a million cases of Mike's Hard Lemonade
Yet in the chapter on types of alcohol produced, there is no mention of the targeting of underage drinkers with heavily sweetened products such as Mike's Hard Lemonade
. The last third of the book discusses the effects of alcohol-control policies and prevention and treatment models.
The department has collected many raffle prizes, gift certificates, a Mike's Hard lemonade
grill, Leinenkugel's bags games, a DeWalt compound miter saw and much more.