Mike's Hard Rolls Out Variety Pack
Flavors of America fridge pack invites consumers to "come out back" this summer
CHICAGO -- Just in time for summer, Mike's Hard Lemonade has introduced its new Flavors of America variety pack, a portable fridge pack of cans designed to slide easily onto the shelf for compact refrigeration, as well as convenient transportation from the backyard to the beach or wherever summer takes consumers.
The variety pack features four refreshing flavors--Lemonade, Peach, Black Cherry and Apple--of Mike's Hard Lemonade that are iconic to the different regions of the country, like peach juice from Georgia. And to help bring these flavors to life, Mike's has partnered with a team of acclaimed chefs, including nationally renowned Graham Elliot, to reinvent backyard fare with the flavors of Mike's Hard Lemonade.
"Like Mike's, my food is known for being fun and a bit unconventional. So teaming up with the brand to create delicious, unique flavor pairings was a no-brainer," said Elliot. "I love the unexpected burst of flavor of Mike's Hard Lemonade paired with my reinvented American classics."
Mike's new Flavors of America variety pack hits shelves with an integrated marketing program that brings the backyard to life through a series of experiential events, a media campaign with placements in entertainment-focused outlets like Spotify and Rolling Stone to reach people who are relaxing in their backyards, and digital advertising, including content debuting throughout June that features Graham Elliot treating Chicagoans to the ultimate backyard experience through impromptu pop-up backyard happy hours in an elevator and on Chicago's Magnificent Mile.
"Mike's knows the best moments of summer happen in the backyard," said Sanjiv Gajiwala, vice president of marketing, Mike's Hard Lemonade Co. "Not only is the backyard where Mike's was invented, but it's also where we kick back with our friends, play catch with our kids and perfect our skills on the grill. When Mike's invites you to 'come out back' this summer, we're simply asking you to embrace those backyard moments no matter where they strike."
Mike's is taking the backyard on the road this summer with country star Frankie Ballard. At 25 shows across the country, fans will be invited to kick back in Mike's backyard; at five select shows, select fans will be treated to an exclusive live performance and will have the opportunity to hang out with Frankie Ballard.
The Flavors of America variety pack, available now, is sold at grocery and convenience stores nationwide for a price of $14.99.