CHICAGO -- Mike's Hard Lemonade Co. has expanded its packaging mix to include 8-oz. cans. The company has launched three of its beverages—Mike's Harder Lemonade, Mike's Harder Black Cherry Lemonade and Mike's Hard Smashed Apple Ale—in “Sleek” cans from Rexam.
"This unique packaging option is another way that we are responding to the needs and wants of our customers who are increasingly looking for ways to incorporate their favorite drinks into their busy, on-the-go lives," said Ignacio Sola, senior director of marketing for Mike's Hard Lemonade Co. "It's an excellent opportunity for us to expand our reach and bring our popular adult beverages to even more consumers."
Across the progressive adult beverage category, these smaller serving sizes continue to grow in popularity, according to the company, with sales of 8-oz.-can 12-packs increasing 237% compared to last year, according to IRI data. And based on an internal consumer research study, they represent a growth opportunity for the company as 52% of those currently drinking the 8-oz. Mike's Harder Lemonade say it is in place of a spirit or cocktail, according to Mike’s.
The addition of 8-oz. cans comes on the heels of the company's recent debut of new packaging that focuses its lemon-shaped logo solely on the word Mike's to highlight the first-name-basis connection its consumers have with the iconic brand.
Rich Grimley, president and CEO, Rexam BCNA, said the 8-oz. Sleek can is an excellent addition to help Mike's continue to broaden its reach. "Our 8-oz. Sleek can is a distinctive package that attracts attention on retail shelves with colorful, eye-catching graphics, while also delivering superior recycling, filling, distribution and display economics that make good business sense."
Mike's 12-packs of 8-oz. cans are currently available at major grocery, liquor and convenience stores nationwide. They're also available in single servings, making this updated packaging an ideal trial opportunity for consumers looking to explore new flavors and products.
Founded in 1999, Chicago-based Mike's Hard Lemonade Co.’s product line is comprised of premium malt beverages, including Mike's Hard Lemonade, Mike's Frozen Hard Lemonade, Mike's Hard Apple Ale, Mike's Harder Lemonade, Mike's Harder Punch and Mike's Classic Margarita.
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